Ad Campaigns
Reliance General Insurances relives childhood cricket memories with its new #coveredhai campaign
MUMBAI: In its continuous efforts to support customers, Reliance General Insurance Company Limited (RGI), a 100% subsidiary of Reliance Capital, has rolled out its digital marketing campaign #CoveredHai. Leveraging the cricket fervour that has already taken over the country, #CoveredHai takes consumers along on a nostalgic experience with a brand video <Link> that integrates insurance expectations with the unforgettable memories of childhood cricket situations.
The campaign connects with consumers emotionally by conveying the message that unforeseen situations like losing the only ball, bad weather, or even parents ending a child’s game, etc. may be unforeseen and not covered, however the broken windshield of our vehicle certainly is. #CoveredHai reinforces the brands mission to satisfy your need of insurance cover in crucial times.
Created in collaboration with AGENCY09, the video campaign is live across digital media including social media platforms. The campaign will directly reach out to ICC Cricket World Cup 2019’s digital viewers via OTT platform Hotstar.
Mr. Rakesh Jain, CEO, Reliance General Insurance commented, “Cricket happens to be India’s most loved and celebrated sport and #CoveredHai connects with fans across the country during this season to strengthen our existing relationship as well as build new ones.”
Gautam Anand, Orchestrator of Content at AGENCY09 mentioned, “Indians have a nostalgic bond with cricket. We thought of giving insurance a different take with this Insight.”
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.
