Ad Campaigns
Bajaj Allianz Life Insurance unveils new campaign
Mumbai: Bajaj Allianz Life unveils a compelling campaign aimed at addressing the fundamental issue of underinsurance. The cornerstone of this campaign is the ‘Thumb Rule’—advising individuals to secure term insurance coverage that is at least 10 times their annual income. Shubman Gill, known for his prowess on the cricket field, steps into a new role to guide viewers through the essentials of term insurance.
Commenting on the campaign launch, Bajaj Allianz Life CMO Chandramohan Mehra said, “Simplifying by dejargonising is one of the potent solutions to overcome the perceived complexity coupled with high customer inertia, a key challenge faced by insurance industry. Lack of knowledge has been one of key barriers resulting in India’s high protection gap at 87 per cent. Our underinsurance educational initiative equips customers with right advisory to make sound decision, keeping in mind long term protection needs of the family. Anchored on a thumb rule of 10x, we are confident that the initiative will aid easy comprehension and induce appropriate actionability.”
Through a series of captivating films, Bajaj Allianz Life highlights the importance of the 10X life cover guideline.
To maximise its impact, Bajaj Allianz Life has launched a 360-degree marketing campaign, spanning across television, print, outdoor, digital and extensive use of fininfluencers. The message will be amplified through social media outreach as well. As the nation gears up for the T20 World Cup, Bajaj Allianz Life’s campaign will be showcased there, driving home the importance of adequate insurance coverage.
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.
