Ad Campaigns
ASMR magic: Plum’s videos turns insurance jargon into calming experience
Mumbai: Plum an insurtech platform offering group health insurance and business insurance solutions to over 3500 plus corporations is changing the way insurance is looked at and making insurance terms and jargon fun through its ASMR marketing campaign which was launched on 5 February 2024. ASMR has proven to enhance mood, and can greatly improve sleep quality by fostering a positive and less anxious mental state, commonly linked with healthy sleep. A study revealed that 80 per cent of individuals who used ASMR experienced an enhanced mood.
The series of videos produced by Plum is not just about entertaining content; it’s a creative solution to address healthcare problems. Recognising the importance of sleep quality in overall health and well-being, Plum actively contributes to stress reduction through its ASMR campaign.
Plum marketing head Shreyas Achar expressed, ‘’At Plum, we playfully embrace the stereotype that insurance is often perceived as so dull that it induces sleep. We’re dispelling this myth with our ASMR series, which turns insurance into an incredibly soothing experience. Plum’s ASMR video goes beyond simple relaxation; it cleverly explains insurance jargon, turning complex phrases into an enjoyable audiovisual experience that redefines the traditional notion of insurance lulling you to sleep. At Plum, we’re dedicated to finding unique and creative solutions to healthcare problems. ‘’
Plum has also partnered with Neend, a leading app in sleep wellness. Neend’s expertise in sleep wellness seamlessly aligns with Plum’s vision of advancing well-being through inventive solutions.
Neend founder & CEO Surbhi Jain said, “At Neend, we’ve spotted a rising trend in ASMR adoption among Indians. We are glad to join forces with Plum in this initiative and spread awareness about quality sleep by providing relaxing content. Moreover, beyond just insurance and sleep, this partnership is to address holistic well-being with our shared vision.”
Plum’s ASMR campaign challenges industry norms, embraces popular trends, and demonstrates how insurance can be both entertaining and beneficial for health. The videos can be found on Plum’s official channels, offering a new perspective on insurance that is unexpectedly calming and enjoyable.
In the past, Plum has adopted a pop-culture approach to its B2B marketing campaign, making insurance enjoyable. With such campaigns, Plum gives a quirky approach to brand marketing by infusing humour and creativity into their strategies. As part of its marketing campaign, Plum gave the iconic ‘Jingle Bells’ carol an insurance makeover. Additionally, the company launched ‘Cards Against Work’ (CAW), an innovative and interactive card game themed around workplace discussions, calling out universal and relatable toxic practices. These initiatives collectively showcase Plum’s unique and playful approach to brand promotion.
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.
