Ad Campaigns
Tata AIA’s digital campaign reveals a father’s “Jaadui Pocket” secret
Mumbai: A father goes all out to protect and provide for his children, not letting constraints come in the way. And he always has a secret up his sleeve to do so. This Father’s Day, Tata AIA Life Insurance (Tata AIA), one of India’s leading Life Insurance Companies, unveiled a special digital campaign titled ‘Jaadui Pocket Ka Secret’ (the Secret of the Magic Pocket) that revealed the true secret of how fathers can make dreams of their children come true.
The campaign film underscores the importance of financial provision as a critical part of being a responsible provider for the loved ones in the family. It showcases the journey of a son, who has always seen his father fulfil his dreams through his magic pocket – be it a cycle, dream holidays, or his MBA education. When he himself becomes a father, his dad reveals the true secret of his magical or Jaadui pocket. Developed and produced by Forrest Films, the film stars Rajat Kapoor, one of India’s most sought-after actors in the role of the father.
As children, when we were too young to understand the true meaning of money, we always thought our father had magically fulfilled our wishes. Fathers traditionally kept money in their shirt pockets. Herein lies the concept of ‘The Magical Pocket’, used as a metaphor in the film. To emphasise this idea, the film highlights the magic coming out of the father’s shirt pocket, which he touches to grant his son’s wishes. The film ends with the message that this magic is possible with Tata AIA’s Fortune Guarantee Plus Savings Plan, which offers guaranteed regular income all through the policy period.
Commenting on the film, Tata AIA Life Insurance chief marketing officer Girish Kalra said, “As the bread earner of the family, a father makes many silent sacrifices so that his children are protected and well cared for. That is why he is our first superhero, the embodiment of love, care, strength, and all the qualities we strive for. Through this emotionally touching film based on our own childhood nostalgia, we want to pay tribute to all fathers who work tirelessly to ensure the financial security of their loved ones. Our Guaranteed Income plan is the right way fathers can plan for fulfilling the aspirations of their children through prudent financial planning”.
Forest Films co-founder Siddharth Cheulkar said “We at Forest Films, came up with an idea to highlight a dad’s shirt pocket, which commonly is used by Indian dads to keep their money. From children’s point of view, this shirt pocket is assumed to have magical powers as it fulfils their wishes and always cheers them up. Using it as a metaphor, we connected the magic-filled pocket which has a never-ending supply to a child’s smile with Tata AIA Life Insurance’s Fortune Guarantee Plus plan which ensures a regular income to policy holders. Forest Films believes that this film will be received well by the audiences everyday & especially on Father’s Day.”
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.
