MAM
Probus Insurance joins hands with Disney+ Hotstar for Pro Kabaddi League 2023
Mumbai: After an overwhelming response during the ICC Men’s Cricket World Cup 2023, Probus Insurance, one of the Insurtech brands, yet again joined hands with Disney+ Hotstar for Pro Kabaddi League 2023. Like their previous association, Probus will again be the exclusive partner for the action replay bug for Pro Kabbadi League Season 10, featuring their brand ambassador, Bollywood celebrity Hrithik Roshan.
Pro Kabaddi League is the most popular kabaddi league in the world. In a testament to its widespread popularity, the PKL league achieved a staggering viewership of 435 million during its last season resonating with a diverse audience from avid sports enthusiasts to casual viewers, making it one of the most-watched sporting events in the country after the IPL.
Probus Managing director Rakesh Goyal said in the announcement, “We are thrilled to embark on this new journey with exclusive rights for the Action Replay Bug for Pro Kabaddi League this season. Probus has a strong local footprint of 800+ cities, serving 15000 pin codes, where most of our penetration is rural. With this tie-up, we aim to reach out to the rural belt, where Pro Kabaddi League is also making the sport an aspiration for the people in Tier 2 3 cities, touching diverse segments of the population. This is exactly where our brand ethos binds us together, boosting the purpose of this association.”
Disney+ Hotstar Head – Ads Dhruv Dhawan said, “At Disney+ Hotstar, it is our constant endeavour to enable our advertisers to meet their business goals by leveraging our tentpole events. We are delighted to associate with Probus across our marquee sports properties, such as the ICC Men’s Cricket World Cup 2023 and now the Pro Kabaddi League Season 10. We hope to continue to build on this association in the future as well.”
Probus’s online platform presents an array of insurance products, including motor, life, health, and SME. Having surpassed 1000 crore premium in the last year, the company has achieved a significant milestone. Aligned with IRDAI’s goals, Probus aims to expand into rural markets by deploying Bima Vahak, a specialised distribution channel, in every gram panchayat nationwide.
MAM
GUEST COLUMN: How strategy and creativity drives ROI in digital campaigns
Why engagement, AI, and integrated strategy are redefining ROI in digital campaigns
MUMBAI: As digital marketing matures, the benchmarks of success are undergoing a fundamental shift. Reach and visibility, once the primary indicators of campaign performance, are no longer sufficient in a landscape defined by fleeting attention spans and evolving consumer behaviour. Today, brands are being challenged to move beyond surface-level metrics and focus on meaningful engagement, relevance, and long-term impact. ForAkhil Nair, founder and CEO at BigTrunk Communications, this transition from visibility to value reflects a deeper change in how campaigns are conceived, executed, and measured. In this piece, Nair explores why traditional metrics fall short, how AI and integrated thinking are reshaping campaign effectiveness, and why creativity, context, and agility are essential to driving real return on investment in modern digital campaigns.
The shift from visibility to value
For a long time, digital campaigns were judged by how many people saw them. If lots of people looked at it and the numbers were good, it meant things were going well. Impressions and clicks were what mattered. Over time, that didn’t feel like enough. Just because someone sees something doesn’t mean it makes an impact. People scroll through content quickly and often do not really notice what they have just seen. This has changed how we think about campaigns today.
There has been a shift in how brands look at this. It is not just about reaching people, but also about what happens after that, whether someone stops, engages, or remembers the brand later. That is what matters more. This moves the focus from visibility to value.
Some metrics we have relied on for years do not tell the full story. A campaign can reach a large audience and still fail to create a real connection. On paper, it may look strong, but in reality, it does not do much. That is why engagement and intent have become more important, especially whether people are interacting with the content or simply scrolling past it. Even small actions, like spending a few extra seconds or clicking through, matter more.
AI is helping brands understand how people behave and interact with them. It helps brands make better decisions so they can create campaigns that truly connect with people, not just reach a large audience. AI can also predict what will be popular and help refine campaigns, which makes marketing more effective. This allows marketing teams to focus more on generating ideas. In this way, AI supports both creativity and strategy.
Why integration and context matter
Another important factor is how well everything comes together. Campaigns often fall short when strategy, media, and creative are developed separately, because that lack of alignment is noticeable. When everything is aligned from the start, the campaign feels more natural and the message comes through clearly. It also fits better within the platform where it appears.
This matters because people behave differently across platforms. The way someone watches a video is not the same as how they search or read longer content. These differences may seem minor, but they can significantly impact performance. Paying attention to context helps campaigns feel more relevant and effective.
Creativity, agility and long-term impact
There is a common assumption that performance-driven campaigns leave little room for creativity, but that is not the case. The most effective campaigns often feel simple and real. People tend to ignore anything that feels overly polished or forced. Instead, they connect with content that feels familiar and relatable, something that reflects how they think or speak.
At the same time, campaigns do not always go as planned. Audience behavior, trends, and platform dynamics can shift quickly. What works initially may stop working later. That is why it is important to continuously track performance and make adjustments. Small changes over time can improve outcomes, and campaigns that stay flexible tend to perform better.
While short-term results matter, consistency over time plays a bigger role. When a brand shows up in a relevant and consistent way, it builds familiarity. Over time, that familiarity turns into trust.
Digital marketing has evolved, and expectations have evolved with it. Visibility still matters, but it is no longer enough on its own. What truly drives impact is whether a campaign connects, leaves a lasting impression, and leads to action. Being seen is easy, but being remembered is what really counts.
