Ad Campaigns
ICICI Lombard’s Industry-First ‘Anywhere Cashless’ campaign achieves remarkable success
Mumbai: ICICI Lombard, India’s leading private sector general insurance company, is excited to announce the conclusion of its innovative “Anywhere Cashless” campaign. The ‘Anywhere Cashless’ service is a pioneering initiative which has redefined health insurance by providing policyholders access to cashless facilities at any hospital, regardless of its network affiliation. What sets this campaign apart is the implementation of a cutting-edge geo-fencing strategy, which meticulously targets the relevant audience in real time. This forward-thinking approach, combined with hyper-local creative strategies, ensures that communication dynamically displays the names of the nearest hospitals offering cashless services based on the viewer’s PIN code. The campaign was run in five major cities covering a robust 2,500 hospitals, comprising approximately 650 network hospitals and an additional 1,900 non-network hospitals, ensuring cashless services for the policyholders.
ICICI Lombard used hyper-local creative solutions which ensured the creatives were dynamically displayed with the names of the nearest hospitals offering cashless services in real-time. Overall the campaign was executed with hyper-local creativity, wherein, as per the pincode of the viewer, the communication shows the name of the nearest hospital providing cashless services. We also used platforms with the same approach on various apps with interest-based targeting of the customer. This strategic move ensured that the campaign engaged audiences with diverse interests and preferences, effectively building awareness and consideration for the “Anywhere Cashless” service.
ICICI Lombard head of marketing, corporate communications & CSR Sheena Kapoor said, ‘Anywhere Cashless,’ an innovative and industry-first feature in our relentless pursuit of delivering a superlative customer experience. As the name suggests, customers are no longer limited to cashless treatment at network-empanelled hospitals. They can avail of cashless reimbursement at a hospital of their choice, with literally a 24-hour notice. The recent digital campaign, using geo-tagging as an innovation, has resonated well with our customers and has seen great traction, resulting in engagement levels that were two times higher than anticipated.”
This tech-enabled “Anywhere Cashless” feature is also accessible through ICICI Lombard’s one-stop digital solution, the “IL TakeCare” app, and on the official website which offers a wide range of comprehensive insurance solutions and peace of mind during hospitalisations.
Throughout the campaign, ICICI Lombard’s core message of “Truly cashless claims from anywhere” resonated strongly with the customers, underscoring the company’s unwavering commitment to innovation and customer-centricity. As the campaign comes to a close, ICICI Lombard extends its gratitude to all the customers and partners who contributed to its remarkable success. The company remains committed to innovation and continues to be a trusted name in the insurance industry.
#ICICILombard #SheenaKapoor #AnywhereCashless #HealthInsurance #ILTakeCareapp
NATIONAL: Amazon Ads has laid out a sharply tech-led vision for the advertising industry in 2026, arguing that artificial intelligence, streaming TV and creator partnerships will combine to turn brand building into a more precise, performance-driven business.
At the heart of the shift, the company says, is the fusion of AI with Amazon’s vast trove of shopping, browsing and streaming signals, allowing advertisers to move beyond blunt reach metrics to campaigns designed around real customer behaviour.
“The future of advertising is not about reaching more people, but the right people with messages that resonate,” said Amazon Ads India head and vice president Girish Prabhu. “By combining AI with deep customer insights, we help brands move from broadcasting campaigns to having meaningful conversations wherever audiences spend their time.”
One of the biggest changes, according to Amazon Ads, will be the collapse of the wall between media planning and creative development. Retail media, powered by first-party data, is increasingly shaping everything from brand discovery to final purchase, pushing marketers to design campaigns around audience insight rather than internal instinct.
AI is also moving from a support tool to a creative engine. Agentic AI, which automates and accelerates production, is expected to make high-quality creative accessible even to small businesses, compressing weeks of work into hours and giving challengers the ability to compete with larger brands on speed and scale.
Behind the scenes, AI-driven analytics will take on a bigger role in campaign optimisation, identifying patterns, spotting opportunities and recommending actions that would previously have required teams of analysts.
Streaming TV is another big battleground. With India’s video streaming audience now above 600 million and connected TV users at 129.2 million in 2025, advertisers are set to treat streaming not just as a branding channel but as a performance engine, measured increasingly by sales, sign-ups and bookings rather than just reach.
Finally, Amazon Ads sees creators and contextual advertising reshaping how brands tell stories. Creators will act less like influencers and more like long-term partners, while scene-aware ads on streaming platforms will allow brands to insert hyper-relevant offers into the flow of what viewers are watching.
Taken together, Amazon Ads argues, these shifts mark a move towards advertising that is both more human and more measurable, where AI handles the complexity, and creativity does the persuading.
