Ad Campaigns
Protium launches #LetsGetFinanciallyLiterate campaign
Mumbai: Protium, a leading tech-driven startup that takes a risk-focused approach to aid MSMEs and consumers, announces the launch of its #LetsGetFinanciallyLiterate campaign during financial literacy month. With a steadfast commitment to empowering entrepreneurs with essential financial knowledge, Protium aims to demystify the complexities of lending processes and foster informed decision-making within the MSME community.
MSMEs contribute significantly to India’s economy, accounting for 30 per cent of the country’s GDP, 48 per cent of total exports, and employing approximately 40 per cent of the total workforce. However, despite their pivotal role, many MSMEs face challenges due to a lack of financial literacy, hindering their ability to access funding and grow sustainably.
Understanding the pivotal role MSME plays in bolstering the national economy, Protium aims to address the pervasive lack of familiarity with essential financial concepts that often hinder entrepreneurs from accessing the resources they need to thrive.
Partner at Protium, Amit Garg said “In a market where change is constant and policies evolve rapidly, it’s imperative that we support mid and small-sized businesses in every possible way. Empowering MSMEs with financial literacy isn’t just about driving economic growth; it’s about nurturing resilience and unleashing their true potential. In line with this commitment, our #LetsGetFinanciallyLiterate campaign stands as a beacon, offering practical knowledge and support to MSMEs”.
To kickstart this initiative, Protium has taken a proactive approach, revamping its daily blogs to provide educational content focused on fundamental financial principles. Additionally, the company conducted a comprehensive survey revealing widespread gaps in financial literacy among MSMEs. This insight serves as the foundation for the campaign’s educational content.
As the cornerstone of the campaign, Protium is producing a series of educational videos featuring insights from its partners on key financial topics. These videos aim to provide deeper understanding and practical guidance.
Furthermore, the #LetsGetFinanciallyLiterate campaign will culminate in a series of follow-up articles authored by Protium, offering additional support and guidance to entrepreneurs seeking to enhance their financial literacy. Through these efforts, Protium remains steadfast in its mission to promote financial literacy and empower the MSME community to achieve sustainable growth and success.
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.
