Mumbai: Star Health Insurance has unveiled its latest campaign, created entirely using generative AI, marking a first in India’s insurance category. The new series of ad films blends cutting-edge technology with creativity to tell stories that feel contemporary, relatable, and emotionally grounded.
The campaign features three short films inspired by everyday life — the foodie who can’t resist new experiences, the traveller who’s always on the move, and the go-getter balancing work and family. Each narrative builds up to a familiar truth that resonates with today’s audience: Health Insurance Lena Smart Hai.
“At STAR Health, our goal has always been to simplify the way people think about Health Insurance. This campaign brings together everyday moments to convey why Health Insurance Lena Smart Hai. By combining human insight with AI-enabled storytelling, we are speaking directly to the next generation of Indian consumers and reaffirming our commitment to keeping customers at the center of every decision,” said Anand Roy, MD & CEO, STAR Health Insurance Co. Ltd.
Crafted using generative AI, the visuals are cinematic and detailed, portraying nuanced expressions and lifelike movement. From scene composition to lighting and character rendering, AI tools played a key role in shaping the creative process while preserving the authenticity and emotion central to the brand’s narrative.
The films reflect how technology, when applied thoughtfully, can enhance the human side of storytelling. By embracing AI, Star Health signals a shift in how the insurance industry approaches communication — moving beyond traditional formats to reach younger, digitally native audiences.
The campaign also aligns with a growing trend of brands experimenting with AI-driven creativity to produce faster, more flexible, and visually rich narratives without compromising storytelling depth.
