Ad Campaigns
IndiaFirst Life Launches Its Unique Campaign #YeTohCertainHai
Mumbai: IndiaFirst Life Insurance Company Limited (IndiaFirst Life), a joint venture between Bank of Baroda, Andhra Bank and Warburg Pincus, has launched a unique campaign titled #YeTohCertainHai, which stems from the proposition of ‘Because Life Is Full of Certainties’. The campaign was bolstered with the insight that Indians love to cover things. We have covers for our mobile phones, cars, television sets and even our fridge. When we have covers for almost everything, why do we not make it a priority to cover our lives certainties?
This unique life insurance awareness campaign is live pan India across several mediums which includes Billboards, Hoardings, OOH, Digital, Radio, and for internal corporate communication. These mediums are chosen to attain maximum reach and are focused on key strategic markets.
Sonia Notani, Chief Marketing Officer, IndiaFirst Life Insurance said, “Life Insurance as an industry is inherently focused on fear of the unknown; we, at IndiaFirst Life, chose a different path of focusing on the ‘certain’ to create an impact and a positive one at that. At different stages of a customer lifecycle, few things, such as getting married, having children, retiring, etc. are almost certain. Planning and securing these stages of life is also something that should be ‘certain’. Through this interesting and clutter breaking campaign, we aim to connect with all our potential and existing customers. We are innovatively using all relevant mediums to connect with our audiences not just from different geographies but also in different languages.”
Using the insight of Indians love for covers, IndiaFirst Life Insurance has engaged with WATConsult to create a highly innovative and targeted campaign on Amazon, launched an engaging Qawwali video that is being promoted interestingly on Jio Saavn. Our microsite (http://www.museumofcovers.com/), allows people to share all their unique covers. We are confident that not only will this campaign grab eyeballs but will also make the case for investing in insurance stronger.
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.
