Ad Campaigns
SonyLIV creates film with IndiaFirst life insurance
MUMBAI: SonyLIV, the premium OTT platform of Sony Pictures Networks India (SPN) has crafted a new short film for IndiaFirst Life Insurance. The promotional film titled ‘Tera Mera Pyaar Amar’ is a humorous take on life after death and how the protagonist, who is now a ghost, has made sure he protects his family’s future in his absence.
The story is about, Amar, who has his life as well as death planned. It is an amusing take on how, if one has prepared for all the certainties of life (and death) then it becomes easier for their loved ones to deal with their death. Through a compelling storyline and relatable characters, the film drives home the insurance company’s core message that life can be full of certainties if we plan, in advance.
The 11.5 minutes long film stars Namit Das and Sandeepa Dhar in the lead roles, supported by Kabir Sadanand and Kunal Kumar.
Sony Pictures Networks (SPN) EVP and head of digital business Uday Sodhi says, “At SonyLIV we strive to tell compelling stories that mirror society’s trends. We are very happy to partner with IndiaFirst Life Insurance and help them take their brand message to the masses. We are humbled that brands believe in us and we will continue to create content which will resonate with the new age digital consumer.”
IndiaFirst Life Insurance director of sales and marketing Rushabh Gandhi adds, “The exponential growth of digital media has changed the way our audience consumes content. Earlier the shelf life of short films was limited to tele-films and film festivals but now smartphones and apps have revolutionised our lives, giving us access to a plethora of content on-the-go. Players like SonyLIV create path-breaking content that helps reach a wider target audience and we are delighted to be associated with this interesting short film – Tera Mera Pyar Amar. This association is close to our heart as the storyline is in-line with IndiaFirst Life brand messaging”
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.
