Ad Campaigns
ICICI Prudential ties up with Konkana Sen for critical illness cover
MUMBAI: ICICI Prudential Life Insurance has launched a new multimedia brand campaign to highlight the superiority of its top-selling term plan iProtect Smart.
The campaign highlights the fact that the product not only offers life cover that secures one’s family but also gives an option to cover oneself from 34 critical illnesses, thus making it an ultimate protection plan.
The campaign, which comprises a TV commercial as well as digital, cinema, outdoor media and others, will showcase how iProtect Smart, a term life cover plan also offers a living benefit for the policyholder – a 34 critical illness cover which provides the claim amount upfront on detection without any bills or hospitalisation. The policy is targeted at individuals from 25 to 50 years of age.
ICICI Prudential Life has partnered with actress Konkona Sen Sharma for the campaign where she will be seen communicating the product superiority and value proposition to help consumers understand why iProtect Smart is the right insurance product for their financial security needs.
ICICI Prudential Life Insurance executive director Puneet Nanda says, “iProtect Smart is a unique term plan that strikes the right balance between health and protection in one policy and a life cover for family’s security and also an option to cover oneself against 34 critical illnesses.”
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.
