Ad Campaigns
SBI Life salutes moms balancing aspirations and family
Mumbai: Motherhood is a journey filled with countless joys and challenges. One of the biggest challenges for mothers is choosing between their responsibilities towards their children and family or pursuing their passions. However, modern motherhood has evolved to embrace both aspects without seeing them as mutually exclusive. This Mother’s Day, SBI Life recognises the new-age mothers who courageously pursue their dreams while simultaneously taking care of their loved ones.
Through its latest digital campaign, SBI Life pays a tribute to the new-age mothers who are exploring solo trips with their children. The campaign aims at putting these extraordinarily brave mothers in the spotlight, who are chasing their dreams while keeping their kids’ and loved ones’ well-being in mind. SBI Life applauds such mothers who are determined to take up new challenges in life while fulfilling all of their responsibilities towards protection and parenthood equally.
The digital video depicts a family who are on their way to the airport for a trip to Paris. The father while driving is continuously noticing the mother sitting at the passenger seat accompanied by their child, who is sitting at the back. As the car stops at a traffic signal, the father notices the mother looking intently at her phone. He assures her that he will make video calls to her every night, despite the time difference between India and Paris. The mother expresses concern about the solo trip and the things at hand to be managed at home. However, the father assures her that everything will be well taken care of all the whereabouts. The same time we witness a twist in the plot, wherein upon reaching the parking lot, the father hands over the passport and other travel related documents to the mother, hinting that the trip will be taken by her and his child. The scene ends with the mother and child leaving for the check-in counter while the father stays back with a book on France’s history.
Through their playful banter, the video showcases that with some amount of encouragement, support and a positive outlook, the mother is able to pursue her passion without compromising on her duties towards her family. It celebrates the spirit of modern-day motherhood, which breaks free from traditional societal expectations and empowers women to fulfil their dreams while being great mothers.
SBI Life, Chief of Brand, Corporate Communication & CSR Ravindra Sharma, said, “Motherhood is an experience that is associated with selflessness and compassion and we are of the belief that it should never hold a woman back from achieving her goals. At SBI Life, we are driven to liberate the new-age mothers who are redefining modern-day parenting by pursuing their passions without compromising on their family responsibilities. We want to honour the self-assured mother who serves as a role model for her children and inspires them to pursue their dreams. Our Mother’s Day film is a salute to the brave mothers who are taking the plunge and embarking on solo trips with their children. We hope their inspiring stories will motivate numerous other mothers to chase their dreams”.
He further added, “Motherhood has evolved over the years. Women no longer see their role as just caretakers of children but also have ambitions and passions they want to pursue. Pursuing passion while being a responsible parent can be a liberating experience for many. Mothers who chase their dreams while simultaneously raising children, inspire their kids and instil a sense of responsibility in them. They show that it’s possible to achieve success without sacrificing family life”.
Dentsu Creative India president – digital experience Sahil Shah said, “Motherhood is not just about nurturing and caring, it’s also about leading and inspiring. For our Mother’s Day film, we identified a new archetype of motherhood where women are fearlessly venturing out on solo trips while also creating meaningful experiences for their kids, which is a testament to the power of a mother’s love and determination. In responsibly pursuing her passion for travel, a mother can open up new horizons for her children and instil in them a love for exploration and learning”.
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.
