Ad Campaigns
Bandhan Life takes flight with ‘Maa Ki Udaan’ – A Heartfelt Mother’s Day Tribute
Mumbai: Bandhan Life Insurance, a champion of empowering dreams with financial security, soars into Mother’s Day with a touching campaign titled ‘Maa Ki Udaan, Bandhan Se’. This digital film beautifully extends the brand’s philosophy of ‘Bharat Ki Udaan, Bandhan Se’ by celebrating the powerful, unspoken bond between mothers and children.
The story follows a mother whose day is disrupted by a case of the hiccups. Despite her best efforts, nothing seems to work until her son returns home with a bruised elbow. But wait! Here is where the magic happens. As she kneels to care for him, her hiccups vanish – a heartwarming reminder of a mother’s protective nature and the unique connection she shares with her child.
Bandhan Life head of marketing Akhil Almeida shared, “This campaign’s heart lies in its storytelling. It beautifully compares mothers as the first ‘life insurance,’ highlighting their protective and nurturing instincts. It emphasizes the importance of strong relationships in navigating life’s uncertainties, echoing our brand’s commitment to empower individuals through security and connection.”
Almeida adds: “This film not only celebrates the ‘first shield of protection’ mothers provide but also encourages them to trust Bandhan Life as their second shield – life insurance. It is a testament to our commitment to emotional and financial security and our mission to empower individuals to live with confidence and peace of mind.”
Havas CX India head of creative Ashu Mhatre said, “If I were to ask you, who’s your first insurance, it’ll take you a while to wrap your head around the question, but when you do, without hesitation, you’d say your mother. This new thinking towards life insurance is what Bandhan Life is all about – a promise of a secure, safe India, and its ambitions taking flight. In its first story, we’ve explored the bond a mother shares with her kids. An unsaid bond, or Bandhan in this case, that can be felt even when they’re miles apart. All we had to do was bring this beautiful story to life. After this, you never know, you might be the reason your mother is hiccupping today.”
The digital film has been conceptualised by Havas CX India and will be distributed across various online platforms, including social media channels.
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.
