Ad Campaigns
Onsurity launches “#GiftofSurity” campaign for SME work-family
Mumbai: Onsurity, a tech-led monthly subscription-based employee health benefits platform, has launched its first digital campaign that focuses on the ‘#GiftOfSurity’ for SME work families. The campaign demonstrates that expansion of health benefits is a vital step for SMEs and start-ups to pave the way in India’s effort to achieve universal health coverage.
The campaign focuses on democratising the healthcare of SMEs to care and protect the health and life of their employees and contractual workforce. Delivering on the promise of ‘Healthcare, Ab Sabke Liye,’ Onsurity aim is to change the way companies experience health benefits by making it affordable, easy to understand and accessible at one click.
“We believe our colleagues are like family a ‘work family’, the #GiftOfSurity campaign has captured various perspectives and stories that further strengthen the sense of building trust around healthcare benefits to employees,” said Onsurity growth and marketing head Samar Kagalwalla. “With our vision of ‘Healthcare for All’ we aim to enable and empower 330 million SME workforce which contributes almost 29 per cent of India’s GDP.”
“With low financial health protection for a large middle segment of the working population, the campaign encourages SMEs to pause and realise the importance of employee healthcare. Brand Onsurity, has always enjoyed the trust of its customers, and now with the #GiftofSurity campaign we want to motivate more SMEs to look at affordable healthcare programs for their work family as well,” he further added.
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.
