MAM
Success or Health? Asks Aditya Birla Capital’s latest health insurance campaign
MUMBAI: Aditya Birla Health Insurance Co. Limited (ABHICL), the health insurance arm of Aditya Birla Capital Limited (ABCL), today announced the launch of its latest TVC – Game of Choice – an advertising campaign that urges people to evaluate their health goals in their quest for success. This high-octane campaign has been launched across 45+ television channels and social media platforms.
The campaign POKES, PRODS and PROVOKES people to realize how they tend to neglect their health, when faced with a choice between their life goals and fitness. It also incentivizes healthier lifestyle choices with upto 30% of health insurance premium in the form of HealthReturnsTM, as long as they put their ‘Health’ first!
Speaking about the TVC launch, Mr Ajay Kakar, Chief Marketing Officer, Aditya Birla Capital said, “Would you rather choose health without success, or success without health? The answer isn’t that simple. Because when presented with this difficult choice, we realize that no amount of success is worthwhile without the good health needed to enjoy it. We do not want to choose one over the other and indeed, we shouldn’t have to. But we do take one for granted – our health. With this ‘Game of Choice’, we intend to provoke people into questioning their priorities and encourage them to choose health as a priority life goal, one that is equally important as their career aspirations.”
Agnello Dias, Chief Creative Officer – Taproot Dentsu said, “People are generally hazy about the link between their emotional health and physical health. Aditya Birla Health Insurance Co. Ltd’s ( ABHICL) campaigns in the past, and this one, aim to provoke hardworking professionals into asking uncomfortable questions to themselves. Answers to which, they know they have, but not too keen to confront and are therefore pushed far back into their minds. The stark, clinically real treatment chooses not to couch this reality in the delusional comfort of creative hyperbole."
Pallavi Chakravarti, Executive Creative Director – Taproot Dentsu added, “'Between being a star performer at work and being frequently or seriously ill, no one in their right mind would pick the latter. Yet, we find that in the race to choose success, health is often left behind. Trouble is, TELLING people this is preachy. But letting them DISCOVER it for themselves, is what Aditya Birla Health Insurance Co. Ltd. ( ABHICL) wanted this campaign to achieve, so that customers can use the brand to strike the right balance in their lives.”
In today’s fast-paced world, health generally tends to take a backseat, given hectic schedules and the luxury of having everything at our fingertips. With many of us finding it hard to make time for regular fitness activities, such unhealthy lifestyle and dietary choices can potentially lead to an increase in diseases such as high blood pressure, diabetes and heart ailments etc.
Creative Execution: Our TVC adopts a game show format wherein three hardworking professionals are pushed into an uncomfortable space, by getting them to choose between health and success. They find these choices extremely unfair but when pushed to choose one, all of them choose health over success. The film thus wants people to self-realize that if we want both health and success, why aren't we prioritizing our health at all.
MAM
Ad:tech honours 2026: Full list of winners announced
Expanded awards spotlight winners across 22 categories as industry doubles down on intelligent automation
NEW DELHI: Marketing’s tech elite took the spotlight as the ad:tech honours 2026 returned with a sharper focus on AI, data and immersive media, signalling how deeply technology now underpins brand strategy. Held at Yashobhoomi on March 17, the second edition drew industry leaders to celebrate innovation that is reshaping engagement and performance.
Presented with the International Advertising Association India chapter and new partner Huella, the awards expanded from 8 to 22 categories, tracking the rapid convergence of creativity, automation and analytics.
The winners’ list reads like a snapshot of marketing’s future. In affiliate and partner marketing, Lyxel & Flamingo – Boat and Paytm Ads – Giva took silver. Mobavenue Media Private Limited struck gold in AI-driven dynamic creative optimisation, alongside a silver for Laqshya Media Limited.
Creative AI collaboration saw Rediffusion Brand Solutions Private Limited win gold, with Saltinc Consulting Private Limited securing silver. Laqshya Media Limited continued its strong run, taking gold in AI conversation agents and adding multiple wins across categories, including silver in GenAI-led creative and both gold and silver in interactive DOOH campaigns for Tanishq and Tata Coffee.
Predictive AI honours went to Strong Metrics and Tyroo, both silver, while Orient Bell Limited picked up silver in immersive retail tech. In GenAI-led creative, Laqshya Media Limited, Salt – Kotak and Sumimoto each secured silver, reflecting the crowded race in generative creativity.
Publicis bagged silver in influencer management and gold in performance marketing, where it shared the stage with Arm Worldwide and The Trade Desk, both silver. Glad U Came Private Limited stood out with gold in influencer measurement and analytics.
Marketing automation saw CereOne Media Pvt. Ltd. and Globale Media win silver, while ADMOTT Private Limited claimed silver in OTT innovation.
Programmatic media categories highlighted the shift to advanced targeting and connected screens. Mobavenue Media Private Limited clinched gold in connected TV advertising, with Animmoov Digital Media Pvt Ltd – Asus and Lyxel and Flamingo taking silver. Cheggout Services Private Limited won silver in retail media advertising, while Paytm Ads – Versuni secured gold.
On social platforms, Vayner Media India took gold in community and UGC engagement, with Under 25 – Oppo winning silver. Segumento rounded off the list with silver in the innovation category.
Jaswant Singh, country managing director at ad:tech India, underscored the momentum, saying generative AI and data-driven decision-making are now central to marketing impact. Neena Dasgupta, IAA mancom member and chief executive and founder at The Salt Inc Consulting, added that the awards celebrate not just technology, but “the people, the creativity, and the relentless effort behind it.”
Backed by Comexposium Group, ad:tech New Delhi has long tracked digital disruption. Now, with the honours, it is rewarding those who are not just adapting to change but engineering it.
In an industry racing towards automation, the message from 2026 is unmistakable. The future of marketing will be written not just in ideas, but in algorithms.
