Ad Campaigns
Liberty unveils Women’s Day brand video ‘Girls Breaking Free’
Mumbai: Liberty General Insurance launches its Women’s Day brand video, ‘Girls Breaking Free,’ a compelling narrative that champions the essence of pride, and empowerment. This initiative is set to leave a lasting impact, symbolizing Liberty’s commitment to Diversity, Equity, & Inclusion beyond just a single day.
The brand film breathes new life into a very colloquially used phrase ‘Haath Se Nikal Gayi.’ Traditionally laden with negative connotations, the term is reimagined to honor women who dare to defy societal norms and pursue their own paths with independence and self-assurance. It’s a tribute to those who exhibit the courage to be their own person, embodying responsibility, ambition, and the spirit of freedom.
Reflecting on the campaign, Liberty General Insurance, CEO & whole time director Parag Ved expressed, “The antiquated notion of ‘Haath Se Nikal Gai’ has historically served to undermine women’s autonomy, suggesting a life under patriarchal oversight. This brand film flips this narrative, celebrating it as an emblem of liberation, independence, and the rightful control over one’s destiny.”
“More than just altering perceptions, through this video, we aim to contribute to a broader dialogue about gender equality, the dismantling of traditional gender roles, and the importance of creating a society where everyone, regardless of gender, has the opportunity to thrive based on their talents and aspirations. It’s about recognizing the strength and potential of women to lead, innovate, and inspire change within our communities and industries, Mr. Ved added.
With the release of ‘Girls Breaking Free, created by ‘Water Communications’, Liberty General Insurance transcends conventional celebrations of International Women’s Day, proposing a reflective and forward-thinking interpretation of what genuine empowerment and equality entail in the contemporary world.
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.
