Ad Campaigns
FGII launches new campaign to encourage the ‘Power of Choice’
Mumbai: Future Generali India Insurance Company (FGII), one of India’s leading private general insurance players, has launched its D.I.Y Health #MakeYourChoice campaign to encourage “The choice should be yours” proposition. The campaign comprises three videos of 45 seconds duration each, targeting different segments with relatable slice-of-life situations.
By allowing customers to exercise the ‘power of choice,’ Future Generali’s attempt is to give consumers the choice to be the architect of their health insurance needs. D.I.Y Health gives consumers a chance to customise their health policy such that its best suited to their health goals and provides maximum value for their investment. Corresponding to this first-of-its-kind initiative in the industry, the D.I.Y Health #MakeYourChoice campaign has been designed as a celebration of choice and the flexibility it provides. It is brought alive through three unique films highlighting an important feature and cohort, with each telling a simple story of choice and why it matters.
FGII has created an advertisement that allows insurance agents to customise and include their contact information in the ad, which features charismatic Aparshakti Khurana or the talented Masaba Gupta. A special microsite has been developed by FGII that enables agents to create their own personalised ads in a few simple steps. Taking D.I.Y Health’s modularity feature to the next level, the microsite enables agents to connect with customers in a more personalised and interactive manner. Thus, advancing the concept of customisation that gives the power of personalisation to the customers.
Future Generali India Insurance Company Chief Marketing Officer Ruchika Malhan Varma, said, “As a ‘Lifetime partner’ to our customers, we remain heavily invested in understanding their evolving needs and providing them with innovative solutions that address them. Our customer insight bought forth a growing need for customization and the ability to design a policy suited to the unique health needs of each individual. This motivated us to create a proposition with comprehensive features that help customers pick and choose from a wide array of features comprising 17 base features and 20 optional product features to choose from as part of our D.I.Y Health policy.
She further adds “Our campaign celebrates the element of choice for our customer be it in life or insurance. Crafted around unique insights, it draws parallels between the life of the user and the most relevant health insurance feature to them, in a way that resonates with the viewer immediately”.
Mullen Lintas executive creative director Kapil Ojha said, “What good is a choice if it isn’t yours and yours alone? This is where we wanted to steer the conversation with this campaign. Because D.I.Y Health aptly gives you that level of power to choose. Also, we realized that each of the choice components that one can add or drop in the insurance spoke to different people across various life stages. Hence, to push the relatability quotient further, we crafted multiple insightful stories with situations and examples that I am sure most people may have definitely come across at some point in their own lives”.
The three films
The three stories celebrate individuals who seek to exercise their power of choice and not just go with the flow – whether in life or while buying insurance. The films have been accentuated by a very powerful yet minimal background score – adding the right emotion to the light-hearted tone of the campaign.
First film: Choose or Drop Critical Illness Booster
The film showcases a middle-aged confident modern woman embracing her health and fitness priorities.
Second film: Choose or Drop Maternity Benefit
The film celebrates the choices of a young married couple who have decided to not have children. The plot revolves around a relatable conversation between a couple before attending a family function.
Third film: Choose or Drop Accident Booster
The film showcases an accident-prone brother and a concerned sister. A quirky situational take in understanding that some people are accident-prone, and thus an accident booster is appropriate for them.
For more information about the campaign and to explore the range of customisable health insurance plans
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.
