Ad Campaigns
Reliance General Insurance cautions two-wheeler pillion riders
MUMBAI: Reliance General Insurance Company Ltd, a 100 per cent subsidiary of Reliance Capital, has launched a digital campaign to raise public awareness on the safety of pillion riders on two-wheelers.
Titled #FaceThePace, the campaign urges pillion riders to wear a helmet when on the road and highlights the need for children riding pillion on motorbikes and scooters.
As per estimates, nearly 16,000 children die in road accidents every year, making 10.5 per cent of all road accident fatalities. This boils down to over 43 child deaths a day due to road accidents, a number that is seven times more than deaths due to crimes against children.
In a bid to raise awareness of the problem, the company’s campaign highlights the consequences of pillion riders not wearing a helmet. Even though stricter laws and initiatives in the last few years have increased the number of two-wheeler drivers wearing a helmet, the number of pillion riders not wearing a helmet is still staggeringly high, at 75 per cent, as reported by nationwide surveys. To address the issue, traffic police in various states of the country have been taking measures such as stricter monitoring and increased number of tickets.
Through #FaceThePace the company is taking to popular digital and social media channels to share its message. At the centre of the digital campaign is a short film that uses the analogy of a batsman and wicket-keeper on a cricket playing field to deliver the message.
Reliance General Insurance chief executive officer Rakesh Jain says, “India loses thousands of lives in road accidents every year. We think it is vital to address this issue in a way that has not been done before. And we believe this film does exactly that. The cricket analogy in the film is something most Indians will relate to, owing to the popularity of the game in the country.”
In addition to the digital campaign, RGI is also distributing thousands of free helmets to riders around the country. The company has launched several initiatives for road safety in the past and will continue to raise awareness on such issues of grave social concern.
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.
