What RCB, Life Insurance & IPL Taught Us About Good Design

Let’s be honest, no one wants to talk about life insurance when the IPL is on. Unless… you find a way to make it part of the match.

That was the brief. And the playground. Kotak Life x RCB x IPL 2024. And we? We were the ones making sure design showed up and played ball.

So what was the real challenge?

This wasn’t your average campaign. It was:

• Real-time, reactive content across a month-long tournament

• A brand (Kotak Life) that’s about dependability and protection

• A team (RCB) that’s high-energy, emotion-first, bold

• And one tiny detail: Make life insurance interesting. During cricket season.

Also: Don’t forget the brand guidelines. Integrate the Infinity loop, give equal screen time to all three RCB players, and scale everything across 17 formats in 48 hours.

You know, just another day at the creative office.

The Lesson: Good Design Doesn’t Fight the Brief. It Translates It.

Instead of forcing something new, we decided to anchor the campaign in emotion (cricket’s biggest asset)

What are people really reacting to during a match?

• Tense moments

• Big wins

• Near misses

• Game-changing saves

We tied all of these to Kotak Life’s core message:

“Protection that’s always on.”

Suddenly, insurance didn’t feel like a distant promise. It felt like a last-over save. That’s when the campaign clicked.

The Design System That Played Support Like a Pro

We built a moment-marketing template system from scratch, a modular kit that:

• Let us react to match moments in minutes

• Balanced Kotak’s brand ethos with RCB’s energy

• Integrated the Infinity symbol meaningfully

• Gave all 3 players equal visibility (without being boring)

• Worked across Instagram, LinkedIn, Twitter, WhatsApp, and the works

And yes, it stayed good-looking even when resized 800 different ways. (Designers know the pain.)

Bonus Round: We Reworked Their Entire Template Ecosystem

Halfway through the campaign, something became clear: Kotak Life’s core templates needed a makeover too.

They were:

• Too similar to Kotak Bank

• Heavy on dark backgrounds

• Short on breathing space

We redesigned them with:

• Secondary brand colours

• Simplified grids and layouts

• A distinct, human-first tone

The result? Templates that were easier to use, easier to trust, and easier to remember.

What We Took Away as a Design Agency

We didn’t just create some designs. We built a system. A strategy. A rhythm.

And what did it teach us?

• Design should amplify the moment, not compete with it.

• If it’s built to scale, it won’t break when things move fast.

• Even "boring" categories like insurance deserve high-impact, emotionally smart design.

• Your guidelines are sacred — until they start getting in the way of great communication.

At Yellow Productions, we’re not here to decorate your brand. We’re here to help it show up smarter.

Want to make your brand feel alive in culture?

Let’s talk.

Because a good campaign wins impressions.

But a great one? It builds memory.