Ad Campaigns
FGII launches #DontBeAPlus1 campaign urging women to be mindful of their unique health needs while purchasing insurance
Mumbai: Future Generali India Insurance marked International Women’s Day 2024 with the launch of a trailblazing initiative, the #DontBeAPlus1 campaign. Aimed at raising awareness about the necessity of having a comprehensive cover addressing the varied needs of women across different stages of her life, rather than being relegated to the status of a ‘plus1’ in a man’s health insurance policy, the campaign seeks to address gender disparity in health insurance.
Unveiling the #DontBeAPlus1 campaign, renowned author, columnist, and women’s rights advocate Twinkle Khanna emphasised the importance of women taking control of their health and financial well-being.
The campaign underscores the importance of women taking charge of their health and well-being by securing insurance coverage tailored to their specific needs. Future Generali India Insurance aims to empower women to prioritise their health and financial independence through this initiative, urging them to break free from the traditional norm of being added as a secondary beneficiary and opt for comprehensive health insurance plans.
Future Generali India Insurance CMO Ruchika Varma said, “At Future Generali India Insurance, Diversity, Equity and Inclusion is in our DNA, and all our efforts are aligned with this vision, be it at the workplace as an inclusive employer or as an inclusive insurer by way of the policies we design. Our market insights suggest that there is a gap between what women need in their insurance policy and what is currently being offered. Given their distinct anatomies, women’s health needs vary from those of men, their health protection requirements differ and hence they need products that caters to their unique needs. With #DontBeAPlus1, we are encouraging women to give due importance to their specific health needs while signing up for an insurance policy.”
With a view to bridging the demand gap, Future Generali India Insurance has launched a comprehensive insurance plan “HEALTH POWHER” to empower women and cater to their varied health needs.
Commending Future Generali India Insurance for spearheading such a significant initiative and encouraging women to prioritise their health by opting for comprehensive health insurance plans, Twinkle Khanna, said, “I think it’s great that Future Generali is helping women focus on their health by offering comprehensive women insurance solutions and they are leading the way in supporting their independence too. I’m excited to be part of this campaign, where women are taking care of themselves.”
Future Generali India Insurance’s latest film – A World full of +1s – showcases a literary award ceremony with the presenter on stage announcing the best author award going to Kumar’s+1. Reacting to this, Twinkle Khanna says, while it may sound a little absurd but it does happen, particularly in health insurance, wherein women get added as +1 in a man’s health insurance policies all the time. She then goes on to say women’s bodies and needs are different from men and hence it would not be right to settle for a health insurnace that is not designed keeping women’s needs in mind.
Mullen Lintas CCO Ram Cobain said “What looks jarring in fiction doesn’t raise an eyebrow in real life. We played on this absurdity to highlight how women are added as ‘+1s’ in men’s health insurance. Our idea was launched on Women’s Day with a social disruption. Twinkle Khanna, our brand champion, changed her Instagram bio to ‘Kumar’s +1’ before explaining why she did so, via the film. ‘Don’t be a Plus One’ isn’t just a campaign; it is a movement to get women to reconsider their health cover. After all, women’s bodies and needs are different from men – their health insurance better be, as well.”
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.
