Ad Campaigns
Bajaj Allianz General Insurance and dentsu creative India launches new campaign ‘Kum Padega’
Mumbai: Bajaj Allianz General Insurance and dentsu creative India have launched their new campaign titled ‘Kum Padega’. The campaign aims to raise awareness among individuals about the importance of having an adequate sum insured as a crucial aspect of their health insurance plan.
Despite a surge in demand for health insurance in India that was further amplified by the pandemic, the average sum insured across health insurance products has decreased by 17 per cent. In fact, more than half of the Indian population with health insurance are underinsured – leaving them vulnerable to financial insecurity during a medical emergency or when in special need. In addition, the increasing cost of medical care has deepened the concern, making it vital to educate people about the significance of having adequate health insurance coverage.
Bajaj Allianz GIC has taken a proactive approach to address the issue by releasing three films that highlight the importance of having adequate health insurance coverage for individuals and their families. Conceptualised and executed by dentsu creative India, the films showcase everyday scenarios where people use absurdly small objects and suffer the discomfort and consequences as a result. The films convey a central message that having health insurance is not enough; individuals need to have the right amount of coverage to secure their financial future in case of a medical emergency or other unexpected situations.
Main Film:
Individual Film Cut 1:
Individual Film Cut 2:
Individual Film Cut 3:
dentsu creative India group executive creative director Sahil Siddiqui said, “We believe that humor and unconventional storytelling can help people better understand this crucial financial term and its impact on their lives. Our aim was to create ads that not only entertain but also educate viewers on the importance of being adequately insured, all while keeping them hooked and engaged. After all, what good is getting someone prepared for an emergency if they are also not prepared right.”
Speaking on the new campaign, Bajaj Allianz General Insurance head of marketing Vikram Bhayana added, “Medical inflation and rising health concerns are a reality that we are all privy to. A pertinent issue is the lack of adequate coverage that customers opt for in their health insurance policies which is what we aim to establish with our new #KumPadega campaign but with humour. The objective of this campaign is to reinforce that every Indian must not only have a health insurance policy but at the same time must have an adequate sum insured so that they and their family members have access to quality medical care and have an opportunity to live a dignified life.”
dentsu creative India president digital experience Sahil Shah commented, “In times of crisis, health insurance becomes a crucial lifeline for individuals and families. With rising medical costs, it’s essential to have the right amount of cover to avoid financial insecurity during emergencies. Through this campaign, we wish to throw light on the need for protecting our health and financial well-being by choosing the right health insurance plan.”
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.
