Ad Campaigns
Inka Insurance rolls out ‘Before We Get Too Big to Do This’ campaign
MUMBAI – In a bold move set to disrupt the insurance industry, Inka Insurance has launched a first-of-its-kind campaign giving customers direct, one-on-one guidance from its CEO. The initiative emphasises its exclusivity and time-sensitive nature, offering unprecedented access to the company’s top leadership before rapid growth makes such interactions impractical.
While most insurers route customers through toll-free numbers, chatbots, or agents focused on meeting sales targets, Inka Insurance is redefining customer service by ensuring that policy queries are addressed by a true expert. The campaign reflects the company’s belief that insurance questions deserve personalised, knowledgeable answers, not scripted responses.
“Your insurance is personal, and so should be your insurance advice,” said Inka Insurance founder Vaibhav Kathju. “I’ve personally helped MNC leaders and startup founders identify gaps in their policies, and I want to extend that same level of attention to every customer.”
The initiative aims to simplify an often complex process by having the CEO personally assist customers in identifying missing elements in their policies, providing jargon-free explanations, and offering clear, unbiased advice without any sales pressure. Currently gaining rapid traction on Instagram and X (formerly Twitter), the campaign stands out as a rare opportunity for customers to engage directly with Inka’s top leadership, fostering trust, transparency, and confidence in their insurance decisions.
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.
