Ad Campaigns
TATA AIG unveils with Ranbir Kapoor and Rohit Shetty, conceptualised by Wondrlab
Mumbai: TATA AIG general insurance companies, released its latest campaign, “Expect the Expected,” featuring the dynamic actor-director duo of Bollywood, Ranbir Kapoor and Rohit Shetty, directed by Razneesh Ghai, AKA Razy. It’s a full funnel campaign, created and executed by Martech network, Wondrlab.
This innovative campaign is based on the brand’s ability to deliver on its promises in their entirety because with TATA AIG one is always expected to get complete claims.
Our campaign uses the humorous analogy of expecting the expected when it comes to tropes in a Rohit Shetty film and equates it to the similar certainty and expectedness from Tata AIG’s Health Insurance, where claims are expected to be complete as promised.
Wondrlab co-founder and chief creative officer Amit Akali said “At Wondrlab, we believe that work that’s built on popular culture and conversations, is work that truly succeeds. Thus, getting Ranbir and Rohit together, the campaign not only entertains but also serves as a compelling reminder for individuals to secure their future with TATA AIG’s comprehensive insurance offerings through a blend of humour, action, and a touch of expected Bollywood magic. Crashing a few cars and breaking some bones, while we were at it!”
TATA AIG Sr. vice president – digital business & marketing Riaan Rodrigues, expressed enthusiasm about the campaign, stating, “Tata AIG always believes in transparency. This belief is at the core of everything we do. Our fun new campaign brings it alive in a fresh and unexpected manner.”
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.
