Ad Campaigns
HDFC Life’s new campaign urges smart financial planning
Mumbai: In its endeavour to create greater awareness about life insurance amongst consumers, HDFC Life has unveiled a new campaign, #KaroPooriTaiyaari. Through this video series, the life insurance brand Intends to encourage Indians to plan and secure their life’s goals via responsible financial planning.
The short film features television actors Manish Raisinghan and Mansi Parekh as an urban couple with two kids, who take us through the travails of a young family looking to save income for their various life goals and aspirations.
#KaroPooriTaiyaari campaign communicates to the audience that life can take an uncertain turn at any point, and the best way to take care of one’s responsibilities even in such times is through timely and strategic financial planning. It aims at encouraging the audience to take charge of their responsibilities, or ‘zimmedaari’- be it their family’s future security or their dreams and aspirations – and plan for life’s important milestones well in time.
Commenting on his vision for this campaign, HDFC Life head – marketing, digital business & e-commerce, Vishal Subharwal said, “This campaign is our attempt at communicating the importance of timely financial planning to our audience and offering them the choice of options that can enable them to fulfill their responsibilities, while never having to compromise on the joys of life. #KaroPooriTaiyaari does just that, in a light-hearted manner that is relatable to the audience.”
The conceptualisation of the campaign was undertaken by Logicserve Digital. Speaking about the conception and curation of the campaign, senior vice president – creative & social media Manesh Swamy said, “Financial planning for responsibilities is an important aspect of life. The task at hand was to communicate that to the audience in a simple and relatable way. With these series of films, we aim to convey that proper financial planning, and a positive attitude can enable individuals to deal with life’s uncertainties.”
Further amplified through strategised activities on social and other digital media, the campaign #KaroPooriTaiyaari aims at encouraging the audience to own up to their ‘zimmedaari’, when it comes to the most important things in life.
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.
