Ad Campaigns
ICICI Lombard urges customers to track their calories in new campaign
New Delhi: 2021 saw a sea shift of people changing their lifestyles and adopting healthy life choices due to the ongoing pandemic. This gave birth to a new cohort of consumers who are proactive in staying healthy through wellness-oriented products and apps. It is this spirit of a healthy lifestyle that ICICI Lombard has emphasised upon in its new campaign which unveils its new feature ‘Cal Scan’ on the company’s health and wellness app ‘IL TakeCare’.
The campaign consists of two ad films that encapsulate the significance of eating the right amount of calories on the backdrop of a busy lifestyle characterised by faulty food habits, high-calorie intake, partially aggravated by the pandemic lockdown.
The first ad film opens with a scene from a typical halwai shop where a person is buying samosas. Upon packing the samosas, the shopkeeper tells the customer the calorie count instead of the price of the food items. He then goes on to suggest making the calorie count a round figure by adding two more samosas. To this, the customer declared a specific calorie count, took the samosa, and walked away happily.
The second ad shows a food delivery guy delivering food and affirming the accurate calorie score to the customer according to his food order. Both the ad films end with the thought that our food vendors will not be able to tell us the exact calorie count of the food consumed, hence with the IL TakeCare app’s new feature ‘Calorie Scan’, consumers can now get a personalised recommendation of their calorie intake and the tips to burn those extra calories. Through these films, the insurerattempts to guide the audience towards a behavioural change wherein they see the value of the food not in terms of money, but also the number of calories consumed.
ICICI Lombard General Insurance executive director Sanjeet Mantri said, “While the pandemic has turned people towards a holistically healthy lifestyle, it is equally important to add the element of measurement to all our health endeavours. Considering the significant increase in the usage of wellness and health-oriented apps recently, we have introduced this new feature of ‘Calorie Scan’, which will act as a counter and encourage the user to stick to their recommended calorie budget.”
The campaign centered on the World Heart Federation’s theme for 2021 focuses on harnessing the power of digital health to improve awareness, prevention, and management of cardiovascular diseases. Conceptualised by Ogilvy, ICICI Lombard’s Creative agency, the ad films are being promoted across ICICI Lombard’s social media assets and digital platforms.
Ogilvy Mumbai, executive creative directors Talha Bin Mohsin & Mahesh Parab said, “The ICICI Lombard World Heart Day campaign has had a long history of great work aimed at making people conscious of the challenges to their good health. This year, we sought to open a new chapter by going a step further and joining them in their journey towards holistic wellness. Not just by helping them count their calories, but giving them tips on how to burn them and stay fit on a regular basis too.”
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.
