Ad Campaigns
Birla Sun Life campaign gets over three million views on YouTube
NEW DELHI: ‘Khud ko kar buland’, a short film for Birla Sun Life Insurance’s latest campaign, has garnered over three million views on YouTube within three weeks of being posted.
The three and a half minute film by Taproot India tells the story of a single father as he deals with unpredictability of life. His journey begins at the doctor’s office where he is informed of his son’s autism, and how he grapples with life’s various setbacks while managing the family’s finances.
The film ends with a voice-over that says, “Honi ko aap rok nahi sakte. Par honi bhi aap ko kahaan roh sakegi. Apno ko, apne sapno ko karo surakshit.” (You can’t control the inevitable, but the inevitable can’t control you either. Protect yourself and your dreams)
Aditya Birla Group CMO – financial services Ajay Kakar said, “BSLI through this campaign takes the lead in defining the invaluable role that life insurance can play in all our lives. But going beyond that, we urge mass India to stand tall against adversity. We believe there are two kinds of people in the world – those who succumb to life’s uncertainties, and those who take it in their stride. We must be the only authors of our own life stories -Khud Ko Kar Buland,”
Kakar added, “Nothing can come in the way of those who stand prepared against all odds. Life insurance helps safeguard your family and you from the uncertainties of life. In keeping with our marketing mission across all businesses at ABFSG to be an agent provocateur in low penetration categories, we have gone a step ahead to reposition the fragmented perception of the life insurance category, in the minds of mass India.”
Taproot India chief creative officer Agnello Dias said, “Insurance communication usually harps on how vulnerable we are in the face of destiny. Never about how strong the human spirit can be. By emotionally empowering one to stay resilient in the face of whatever is in store is a bold, powerful stance by BSLI.”
Taproot’s senior creative director Pallavi Chakravarti added, “Look around. See if you can spot a single person who has never faced uncertainty. It’s a given. We don’t know what form it will take – but if one believes that tomorrow will be better, and acts on that belief by safeguarding one’s dreams, then there is little destiny can do. And that is the stand BSLI has taken.”
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.
