Ad Campaigns
Aditya Birla Health Insurance announces new brand campaign “KyaPeecheChhodaHai”
Mumbai: Aditya Birla Health Insurance Company Ltd. (ABHICL), the health insurance joint venture of Aditya Birla Capital Ltd. (ABCL), on Friday unveiled its latest brand campaign “KyaPeecheChhodaHai” to promote the role of health insurance in changing lives of people by empowering them to lead healthier lives.
The campaign encapsulates the importance of how positive health behaviors, such as walking 10,000 steps daily, can help an individual leave health concerns behind.
The uniqueness of this campaign is that it celebrates real ABHICL customers who have successfully managed to change their lifestyle by inculcating the simple habit of walking 10,000 steps regularly and have left behind health related issues.
These customers from across the walks of life, who are at the heart of the TVC and the digital campaign, narrate their stories about how walking 10,000 steps have helped them do away with concerns like mental stress and weight issues, diseases like diabetes, asthma, etc. The essence of the campaign is to spread awareness on the importance of following a disciplined health regime and how ABHI is an active partner in this transformation.
Speaking on this campaign, Aditya Birla Health Insurance CEO Mayank Bathwal said, “At ABHI, our primary focus is to help our customers with cutting-edge, innovative health-first insurance solutions which not only protect them from medical uncertainties but also nudge them to live a health-focused life. We take immense pride in having pioneered this model of health insurance that transcends the boundaries of an indemnity based model by focusing on proactive health-care for our customers.”
Bathwal added, “It is heartening to see our customers as brand ambassadors in our recently launched “KyaPeecheChhodaHai” campaign. For health insurance companies, customer trust is paramount, and to see our customers endorsing us, gives us immense satisfaction. The customers featured in the film belong to different walks of life, however, one thing that unites them is the initiative to bring a change in their lives by walking every day and managing their health proactively. We hope the films will encourage people to prioritise their health by engaging in simple yet effective physical activities such as walking 10,000 steps daily.”
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.
