The creatives of the campaign showcase the images of the characters featured in the television commercial, along with the message. The outdoor campaign uses two innovations, of which one has been carried out at Haji Ali, Mumbai. The innovation features two 18 feet cut-outs of the singer character.
The other innovation, which also features two characters, is back-lit by LED lights. Each character is lighted, first separately, and then together, on the hoarding. This innovation has been carried out in Mumbai, Ahmedabad, and Bengaluru.
The three-week outdoor campaign, which kicked off on January 9, has been executed by Madison World's outdoor unit MOMS. The campaign has been launched in various languages across 66 cities including Delhi and NCR, Mumbai, Kolkata, Pune, Ahmedabad, Bengaluru, Chennai, Baroda, Hyderabad, Surat, Bhopal, Rajkot, Guwahati, Ludhiana, Kanpur, Panchkula, Kochi, Nagpur, Jaipur, and Amritsar.
Elizabeth Venkatraman, head, marketing, Kotak Mahindra Old Mutual Life Insurance, says, "The campaign revolves around the concept of guaranteed second income and is pegged to Kotak Assured Income Plan, our flagship product. On the basis of the product benefit, we came up with the concept of 'another you', where we nudge the viewer to think how her/his life will change for the better, were there to be another of her/him. The 'another you' here is a personification of the plan, and the certainty of a guaranteed additional income source."
Another promotion through Delhi Metro Rail Corporation (DMRC) involves the jingle being played at four stations on the Indira Gandhi International Airport (IGIA) Express Route for three days, beginning January 19. From January 23, the jingle will be played inside Metro trains, just before the trains arrive at a station, for a period of 15 days.