Ad Campaigns
SBI Life’s #ApneLiyeApnoKeLiye campaign encourages ‘responsible ambition’
Mumbai: SBI Life Insurance, one of the most trusted life insurers in the country, continues to reinforce the need for accomplishing one’s aspirations while taking care of familial responsibilities with its #ApneLiye ApnoKe Liye campaign, relayed again this year. The thought is to keep inspiring every Indian consumer to champion the spirit of ‘responsible ambition’ and encourage them to explore their own ‘wants’ while securing the ‘needs’ of their loved ones. The campaign continues to underscore the delicate balance between personal aspirations and familial responsibilities thereby inspiring every individual nationwide to adopt a ‘Responsible Ambition’.
In an era where personal dreams intertwine seamlessly with familial commitments, SBI Life’s campaign celebrates those who fearlessly pursue their ambitions while fulfilling their roles as responsible family members.
The unique narrative of the campaign unfolds through the lens of a daughter recounting her father’s journey – a poignant tale of ‘Rishabh,’ a man who embarks on an entrepreneurial journey, balancing the challenges of a new chapter in life and ensuring a financially secure future for his family. Embracing the challenges of a new chapter in his life, including the arrival of his first child, Rishabh exemplifies resilience and determination. The TVC beautifully captures his dedication to not only realizing his passion but also securing a financially stable future for his family. As his daughter turns 16, she proudly presents a project inspired by her father’s unwavering commitment, encouraging others to embrace their dreams with the rallying cry, ‘#ApneLiye ApnoKe Liye.’
SBI Life chief of brand, corporate communication & CSR Ravindra Sharma expressed his thoughts on the campaign, stating, “SBI Life remains at the forefront of comprehending the evolving needs of today’s consumer. The surge of the need for ‘responsible ambition’ continues to captivate individuals nationwide, where the coexistence of personal dreams and family responsibilities is becoming a societal norm. This campaign serves as more than a mere directive; it embodies the essence of trust and reliability that SBI Life is known for. We stand as enablers, encouraging individuals to pursue their dreams with the assurance that their loved ones and responsibilities are secured. Our ongoing campaign humbly celebrates the balance between personal ambitions and family responsibilities, reflecting the enduring values of trust, reliability, and commitment that define SBI Life.”
As SBI Life Insurance embarks on the second year of the campaign, the company aims to inspire even more individuals to pursue their passions fearlessly while nurturing their familial bonds.
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.
