MAM
Max Bupa rolls out new brand campaign
MUMBAI: Max Bupa Health Insurance has launched a new brand campaign showcasing Max Bupa‘s flagship product Heartbeat Family First which covers 5 generations.
Conceptualized by Max Bupa‘s advertising agency Lowe Lintas, the seven week multimedia campaign has been launched with a television commercial that features five generations of a single family.
Max Bupa has introduced its new brand campaign with the family theme to cater to the needs of Indian families, who want to secure the health of their loved ones. The core proposition of the campaign is that with Max Bupa, the customers have the option of buying one health insurance, for their entire family, whether small or big.
The campaign is being aired across Hindi entertainment channels as well as English and Hindi news movie and regional channels. It has a print, digital and radio plan which will be rolled out during the third week of the campaign.
The campaign is based on the insight that families‘ health is a key priority for people across India and they seek products that can meet the need of all their family members.
Max Bupa director- marketing Sevantika Bhandari said, “In India we value our families and take care of them. With the increasing health care costs, having a health insurance cover for all family members is essential. Whatever the family size, small or big, Max Bupa has a Health Insurance plan that covers up to 5 generations and 13 relationships in one policy.”
Brands
Netflix acquires Ben Affleck’s AI film-tech firm InterPositive
Streaming giant picks up production startup to streamline digital filmmaking
LOS ANGELES: Netflix has officially acquired InterPositive, an AI film-technology startup founded by actor and director Ben Affleck. The move marks a significant investment by the streaming service into assistive AI tools designed to support the technical side of movie production. While many AI companies focus on generating new images or scripts, InterPositive focuses on the logistical challenges of filmmaking. The firm’s technology is designed to handle technical tasks that often delay post-production, such as correcting lighting inconsistencies and ensuring visual continuity across different takes.
The acquisition is not about replacing human actors or writers. Instead, Netflix intends to use the technology as a digital assistant for directors. The software understands cinematic logic, meaning it can automatically adjust background elements or environmental effects to ensure a film looks polished and consistent without months of manual editing.
In a Netflix post on Thursday, Affleck emphasised that the project was born out of a desire to support the craft rather than automate it. “I knew I had a responsibility to my peers and our industry, to protect the power of human creativity and the people behind it. In creating InterPositive, I sought to do just that,” Affleck wrote. “From the invention of the moving image to the transition to digital, from motion capture to virtual production, technology has evolved alongside the artists who use it. Our shared commitment to continuing this legacy makes joining together a natural next step.”
Netflix chief product and technology officer Elizabeth Stone said, “Our approach to AI has always been focused on meaningfully serving the needs of the creative community. InterPositive’s technology is purpose-built for filmmakers and showrunners to naturally support their visions. We’re excited to welcome the team to Netflix and continue building a future where technology enhances storytelling, while people remain at the core.”
Netflix chief content officer Bela Bajaria added, “New tools should expand creative freedom, not constrain it. Ben and his team are part of a long tradition of artists leading innovation in storytelling. Their work gives filmmakers more choices, control, and protection for their vision.”
The deal coincides with a broader partnership between Netflix and Artists Equity, the production company led by Affleck and Matt Damon. Following the success of their recent projects on the platform, this acquisition cements Affleck’s role as both a creative and technical advisor to the streamer. Affleck noted that the partnership was a logical fit due to “Netflix’s decades of experience applying and scaling technology responsibly.” He will serve as a senioradvisor for the integration of the technology, ensuring the tools remain focused on helping filmmakers.
For the film industry, this acquisition signals a shift in strategy. Rather than just buying finished movies, Netflix is now owning the specialized technology used to build them. By bringing these tools in-house, the company aims to reduce the rising costs and lengthy timelines associated with high-budget original films while giving their productions a technical edge in speed and visual quality.
