Ad Campaigns
PNB Metlife says ‘Karo Bade Sapno Ki Tayyari’ in new ad campaign
Mumbai: Insurance company PNB MetLife has collaborated with agency partner L&K Saatchi & Saatchi to launch its latest integrated ad campaign titled ‘Karo Bade Sapno Ki Tayyari.’ Featuring the brand’s ambassador PV Sindhu, the campaign comprises a series of three films that focus on three distinct offerings from PNB Metlife – savings, education, and retirement plans.
In the ad film on education goals, a mother and daughter are seen engaging in a fun banter over her future education goals, while in the ad film on long-term savings, a couple indulge in their dream of a bigger abode. And in the ad film on retirement, a senior citizen justifies his rowing practice saying he’s preparing for their international holiday in the future.
“If ever there was a time to live big and not postpone the things we want to do, it’s in today’s VUCA world. And consumers today are looking for financial partners that not only enable them to achieve their personal goals but also allow them to take bolder decisions,” commented L&K | Saatchi & Saatchi executive director Charles Victor, emphasising the brand idea and thought process behind the new campaign. “PNB MetLife decided to answer that need, urging consumers to dream bigger and work towards those dreams today. On the execution, this campaign is a continuation of a series of films we’ve been doing for a couple of years now that are a humorous respite in an otherwise serious category.”
The pan India campaign will be rolled out across regional GEC channels across North East, leading print publications, digital media across OTT platforms and financial websites, outdoors, and popular radio channels, said the company.
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.
