MAM
Prime Video and PivotRoots collaborate to create multi-brand integrated campaign for Made In Heaven Season 2
Mumbai: Prime Video, one of India’s most popular video streaming services, has once again captivated its audiences with the much-awaited Season 2 of its critically acclaimed series Made In Heaven. Buoyed by the critical acclaim of the Emmy-nominated show, Prime Video orchestrated a strategic and exhilarating campaign powered by PivotRoots – a Havas Company, to reignite the buzz among fans and introduce the show to new audiences, aiming to make this season an even greater success.
Leveraging high-impact strategic partnerships across prominent platforms, the campaign achieved a resounding success in both contextual communication and visually appealing creatives. PivotRoots vice president-media Ashok Shinde said, “For a show that constantly pushes boundaries, we identified popular and frequently visited media destinations by the intended audience and crafted integrations that harped on the marquee themes from the show. This allowed the show to be omnipresent with a creative approach that reiterated the return of the grandest wedding celebration, which one shouldn’t miss.”
Strategic Partnerships:
Prime Video’s campaign spearheaded by PivotRoots, engaged in strategic collaborations with top platforms, establishing a strong and contextual presence across various user journeys:
1. Uber Collaboration
Partnering with Uber, one of the largest on-demand rideshare applications, the campaign ensured a comprehensive and engaging user journey. From requesting a trip to throughout the ride, the show’s communication was seamlessly integrated into the app. The creative concept revolved around the notion that Genda Phools (marigold flowers) were adorning the streets, heralding the return of grand wedding celebrations. With every step of the journey, the user was greeted with a celebratory tone and contextual copy, culminating in the grand release announcement.
Uber advertising head of programmatic and partnerships Jillian Kranz said, “With an average view time of over 100 seconds, Journey Ads are a powerful and effective way to capture consumers’ attention during their trip, driving purchases and building brand awareness amongst a highly in-demand demographic. The Made in Heaven campaign seamlessly integrated Amazon’s messaging, creating and sustaining excitement for the show.”
Httpool by Aleph managing director Amit Gupta mentioned, “We are thrilled to share the remarkable success of the collaboration between Amazon Prime Video and Uber, made possible through our valued partnership with PivotRoots and Httpool by Aleph.”
2. Swiggy Integration
Recognizing the extensive user engagement on Swiggy, India’s leading on-demand convenience delivery platform, the campaign took over one of the most frequently visited sections of the app – the order track screen which appears once a user completes placing an order. Here, the delivery icon transformed into an image of a truck adorned with Genda flowers, symbolizing the arrival of festivities. At the top of the map, PivotRoots strategized to place an icon of Genda Phool accompanied by contextual copy, revealing the comeback of Made In Heaven. An animated innovation banner further strengthened the connection between the campaign and the imagery, leaving a lasting impact.
Swiggy head of ads and monetization Ajit Panigrahi said, “Swiggy’s post-order food tracking screen is viewed with great excitement as users wait for their favourite dishes to be delivered, just like Made in Heaven Season 2, which has been one of the most awaited shows on OTT. We collaborated with Amazon Prime and PivotRoots, to creatively communicate this in the form of a contextual map integration on the food post order page, also giving users a view of the trailer on the same page.”
3. MakeMyTrip Partnership
Given the show’s exotic locales, a partnership with MakeMyTrip, the country’s leading travel platform, was formed to deepen user engagement. This collaboration resulted in the creation of Made In Heaven Holiday Packages inspired by the show’s lead characters. The packages, adorned with visuals from the series, resonated with the characters’ personalities. These packages were prominently featured in a branded hub across various touchpoints within the app, delivering maximum visibility and engagement.
MakeMyTrip chief marketing officer & chief business officer – corporate Raj Rishi Singh said, “Travel is often inspired by visuals from popular films and television shows that appeal to our sensibilities. Made in Heaven has been one such cultural phenomenon, inspiring conversations and giving us mood boards for various occasions, including travel. We are pleased to have partnered with Amazon Prime Video and PivotRoots to curate travel packages based on protagonists from the show, inspiring millions to travel with itinerates made in heaven.”
4. Media Buying
Additionally, as part of various media buys, PivotRoots collaborated with 25 + top sites and apps including niche partners like Ferns and Petals, Wedding Sutra, Wed Me Good and Conde Nast Traveller to deploy high-impact contextual banners. By taking over key touchpoints on popular platforms, the campaign driven by PivotRoots, was able to reach a large and engaged audience which helped Prime Video’s Made In Heaven Season 2 to become one of the most talked-about shows of the year.
When you plan to buy medical insurance for your family, the first question is often about savings. You may assume that buying online automatically means paying less, but that is only part of the picture. The real issue is not just whether the premium looks lower, but whether the policy gives you suitable family health insurance without adding avoidable costs later.
Buying online can sometimes appear more budget-friendly because you can compare plans, review features, and complete the process without depending entirely on offline assistance.
Still, a lower visible price does not always mean better value. To understand whether you can truly save more, you need to look at the full buying experience and the policy terms together.
Why Online Purchase Can Look More Economical
When you explore family health insurance online, you usually get access to plan details in a more direct and organised way. This can make the buying journey feel simpler and more transparent.
A few reasons online purchases may seem cost-effective include:
● Easier comparison of policy features
● Direct access to premium details
● The ability to review inclusions and exclusions at your own pace
● Fewer chances of making a rushed decision
● More control over the plan selection process
This does not mean every online option is automatically cheaper. It simply means the online route may help you assess choices more carefully, and that itself can influence how much value you get from the policy you choose.
Saving Money is Not Only About a Lower Premium
A lower premium often catches your attention first, but that should not be the only measure of savings. If you buy medical insurance based only on what looks affordable at the start, you may overlook conditions that matter later.
A family health insurance policy should be judged on overall value, including:
● The scope of cover
● Waiting period terms
● Exclusions
● Room eligibility conditions
● Sub-limits, if any
● Claim-related terms
● Renewal conditions
If the premium is lower but the policy has stricter internal conditions, the apparent saving may not feel meaningful when you actually need hospitalisation support.
So, the better question is not only whether online purchase costs less, but whether it helps you select a plan that remains financially sensible over time.
Comparing Plans Online Can Prevent Overspending
One clear advantage of the online route is that it allows you to compare different options without pressure. This can help you avoid paying for features you may not need or missing features that matter for your family.
Before you buy medical insurance online, look closely at:
● Who can be covered under the plan
● How the sum insured works for the family
● Whether day care procedures are included
● How pre-existing illness rules are explained
● Whether add-ons are optional or built in
● How clearly the policy wording is presented
This level of comparison can support better decision-making. In many cases, savings come not only from the premium itself but from choosing a policy with fewer surprises.
Online Discounts Should be Viewed Carefully
Online discounts can make a plan look attractive, but they should always be read alongside the policy details. A discount may reduce the upfront cost, yet the true worth of the policy depends on what it covers and how it responds during a claim.
When reviewing discounted online plans, check whether the policy has:
● Treatment-specific limits
● Room rent restrictions
● Co-payment clauses
● Disease-wise waiting periods
● Claim deductions linked to the hospital category
● Limited cover for selected benefits
These points are important because a policy that looks cheaper at purchase may involve more out-of-pocket spending later. That is why discount-led buying should be replaced with detail-led buying.
Final Thoughts
Yes, buying online can sometimes help you save more when choosing family health insurance, but only if you look beyond the headline price. The online route may give you better visibility, easier comparison, and more time to review the policy terms.
That can support smarter choices and may reduce the chances of paying for a plan that does not suit your family well.
If you want to buy medical insurance online, treat savings as more than a discount. The real advantage lies in choosing family health insurance that balances affordability, clarity, and meaningful coverage for your household.
