Ad Campaigns
Future Generali promotes insurance for pet dogs with new campaign
Mumbai: Good dogs can make bad decisions. With this thought in mind, Future Generali India Insurance (FGII) has launched a digital campaign called ‘Oh My Dog!’ to create awareness around the importance of purchasing dog health insurance cover towards protecting our furry friends.
With FG Dog Health Cover, dog parents will be able to choose their veterinarian, budget their pet care costs, and avoid dipping into their emergency funds all the while giving their dogs the care that they deserve, according to the brand.
The 360-degree digital campaign, conceptualised by Mullen Lintas, aims to strike a chord with dog lovers by bringing out quirky, yet relatable moments that they might have witnessed as a dog parent. The ad film showcases how dogs can often go barking up the wrong tree or hurt themselves frolicking in the mess. Which is why they need to be protected just like one would protect their families against uncertainties.
“Dog insurance is a first mover advantage in India for Future Generali India Insurance. We have a lot more dog parents, which means more pet stores and pet products around us today and it’s a fresh category for mass media that is catering to this spike, and as an insight for the offering, it’s something that works across borders,” noted Mullen Lintas chief creative officer Garima Khandelwal.
On the launch of the campaign, Future Generali India Insurance chief marketing officer Ruchika Malhan Varma shared, “As a brand that is focused on having a pulse on its customers evolving needs and providing innovative solutions across their life cycle, we realised the place a dog holds in a household today – that of a family member. This meant bringing forth an unfelt need – just as one would protect a loved one with health insurance, a pet parent can also consider purchasing a dog health insurance cover for safeguarding their four-legged doggie family.”
“However, here is the twist. Insurance is a serious matter while we associate dogs with mischief and play. Hence, to drive home the importance of dog health insurance cover we decided to launch a playful digital campaign that showcases the mischiefs that dogs get into while also being value accretive,” she added.
To drive home the point, FGII is kicking up a storm on both Twitter and Instagram. For its Twitter campaign it has roped in celebrities who are known for their affection towards their furry friends. On Instagram, the company is engaging followers with a filter-based idea to capture the funny thoughts of their dogs in a thought bubble.
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.
