Ad Campaigns
Upstox forays into insurance distribution
Mumbai: Upstox, a wealth management platform has announced its entry into the insurance distribution business. With this launch, the company aims to revolutionise India’s insurance landscape by offering its users a simplified, transparent and customised experience of purchasing insurance in line with their needs. Currently, Upstox is offering Term Life Insurance on its platform and is also planning to roll out health, motor and travel Insurance soon.
Currently, the insurance penetration in India stands at 4.2 per cent with a considerable portion of the population still being dependent on traditional and agent-driven models to purchase policies. Along with that, there is a lack of awareness, overload of options, heavy paperwork and complex jargon involved in the process of buying insurance. Recognising this gap, Upstox has now embarked on a monumental task of streamlining life, health, motor, travel insurance for its customers. By leveraging advanced technology and industry expertise, Upstox aims to simplify the insurance process – from identifying the top plans in each category to purchasing the insurance and finally making the claim process smooth as depicted in the campaign video as well.
The humorous video starts with a family of three speaking with an insurance agent to sort their coverage post an accident. But instead of clear guidance, the agent hits them with a barrage of confusing jargon and scripted responses (kit kit), leaving them feeling overwhelmed. Just as they’re about to give up, a support staff member strolls in with a smartphone, showcasing the Upstox app and its user-friendly insurance buying process. The video is a hilarious twist that highlights the simplicity of securing insurance with Upstox amidst the chaos of traditional methods.
Upstox is trying to encourage younger Indians to consider and start thinking about insurance and the importance of having a secure future. The company has gathered through its research that, often users succumb to a one-size-fits-all approach; and opt for a term insurance plan without proper assessment. Upstox has thus set out to solve the gross mis-selling of insurance products. To make its customers’ journey more simple and intuitive, the company has done the heavy lifting for customers by tying up with the top insurance providers in the country and analysing various plans to provide their customers with the most suitable option.
Upstox co-founder Kavitha Subramanian said, “We are thrilled to expand our offerings on Upstox and foray into the insurance distribution segment. We have recognized that navigating the insurance landscape is a daunting task. Customers are inundated with so many questions – which is the right plan, what should be the correct criteria to select a plan, how much insurance cover will be enough. At Upstox, we understand these challenges, and we’re dedicated to helping our customers get answers to all of these without overwhelming them. Our aim is to help customers cut through the noise and help Indians Invest Right. We are constantly working towards making our platform simple, secure, fast, and intuitive. With the launch of insurance on our platform, we will remain steadfast in our endeavour of helping our users manage their wealth effectively for a secure financial future.”
In addition, insurance offerings on Upstox are very transparent. With upfront insights on claim settlement ratios for one and three years, the volume of complaints, amount settlement ratios, solvency ratios (below 1.7 are considered risky), plan features, inclusions/exclusions, and settlement timelines – Upstox aims to educate the user about what they’re purchasing. Upstox is now home to a user base of over 1.3 crore and constantly strives to help users cut through the market noise and invest right.
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.
