Ad Campaigns
Niva Bupa’s new campaign encourages customers to enjoy life
Mumbai: Niva Bupa Health Insurance Company Ltd (formerly known as Max Bupa Health Insurance Company Ltd) has announced a new brand campaign titled ‘Zindagi Ko Claim Kar Le.’ This is the first campaign from the company since it rebranded itself as Niva Bupa in July this year.
With the new campaign, Niva Bupa brings a fresh perspective to the category narrative which implies that health insurance is for freedom and not constraints. The company aims to democratise health insurance and play the role of an enabler which would eliminate the fear element often associated with the health insurance category, it said in a statement.
“At Niva Bupa, the brand philosophy is to humanise and de jargonise the health insurance category and play the role of an enabler that gives consumers the confidence and freedom to claim the countless magic moments that life has to offer,” stated Niva Bupa senior VP and head of marketing Nimish Agrawal. “‘Zindagi Ko Claim Kar Le’ is a way to urge our consumers to live life to the fullest and leave the worries to us, should any unfortunate incident happen.”
The campaign has been created by Glue Creatives and captures real-life situations in the lives of consumers. It showcases how health insurance enables people to accumulate experiences and build memories. The TVCs comprise a series of three films, directed by Shlok Sharma. “It is rare to get a script that brings out such a sincere product in such an interesting way. Add to that, the range that we have covered in the films around the product makes it truly engaging. These films by Niva Bupa got me very excited at their approach of being light-hearted with such convenient, user-friendly features at their core,” said director Sharma.
The brand campaign will kick off with a phygital media mix across traditional channels like TV, print, and radio along with digital platforms. The high decibel campaign covers 100+ town clusters with its radio reach. The TV plan covers 35+ channels which include leading news channels such and popular television shows. The print plan covers 15 cities and 35 town clusters across leading publications. The ad will also be run during primetime on movie channels such as Star Gold, Zee Cinema, with a total of 9300+ spots spread over three weeks, said the brand in a statement.
“In the insurance category, what works more than the individual products is the brand promise. So, once we had cracked the proposition ‘Zindagi Ko Claim Kar Le,’ we knew we were onto something good,” said Glue Creatives founder and creative director Gautam Mehtta. “Co-creating the world of Niva Bupa where individuals are out pursuing life experiences was great fun with the very supportive clients at Niva Bupa and a fabulous director like Shlok, who understands the nuances of keeping the storytelling very relatable and real.”
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.
