Ad Campaigns
Mindshare’s #PapaHainNa video for SBI Life goes viral
MUMBAI: On the occasion of Father’s Day, SBI Life launched emotional ballad #PapaHainNa in the form of a music video, celebrating the father – child relationship. Mindshare, the media agency for SBI Life, initiated and executed this video campaign that has gone viral with total views crossing 14 lakh since launch.
The campaign was conceptualised keeping in mind the SBI Life brand philosophy ‘Celebrate Life’ coupled with their existing campaign of ‘Are you a great dad,’ which is predominantly on television.
The challenge was to extend the great dad thought and successfully leverage it digitally by intertwining it within popular culture and hence ‘Papa Hain Na’ was created. The video campaign was launched on the SBI Life YouTube channel along with the brand’s Facebook page and Twitter handle.
This ballad successfully took over the Internet, trending nationally for two consecutive days and touching the hearts of many. #PapaHainNa has had over 4,200 shares on Facebook, garnered more than 6.2 million impressions and more than 3,000 conversations (and still counting) on Twitter.
SBI Life MD and CEO Arijit Basu said, “At SBI Life, we have been creating communication under the broader brand philosophy of Celebrate Life. Right from the ‘Hiron ko kya pata tumhari umar’ ad to ‘Are you a Great Dad?’ ad, we eulogize the family relationship as it is for the love and security of one’s family that an individual buys Insurance. ‘Papa Hain Na’ ballad is a continuation of celebration of family relationships.”
SBI Life Insurance brand and corporate communication head Braj Kishore added, “SBI Life has celebrated father – child relationship in its recent advertising campaigns as Father is the deemed protector of the Family. We have launched the beautiful #PapaHainNa ballad to give an opportunity to each child to say Thank You to their Great Dad reminiscing sweet memories of their childhood. This is probably the first time that a BFSI Company has tried articulating its messaging through a musical ballad and we are extremely delighted at the overwhelming response to PapaHainNa.”
Mindshare South Asia CEO Prasanth Kumar said, “We thrive in coming up with unique media opportunities that connect a brand to its target consumers’ passion points. #PapaHainNa has garnered an exciting response on social media with over 14 lakh views. I am extremely proud of the Mindshare teams effort and the impact of this campaign. We will continue to work towards celebrating and communicating the SBI Life philosophy.”
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.
