MAM
ICICI Prudential MF launches a campaign to promote “Investment hi hai Savings ka Naya Tareeka”
Mumbai: Diwali is one of the most awaited festivals in India and is special in many ways—from buying new clothes to making special food and indulging in festivities. However, one of the things that excites everyone the most is the anticipation of receiving the Diwali bonus.
But what if someone refuses to take that bonus?
This Diwali, ICICI Prudential Mutual Fund has launched a campaign which shows how interesting the arc of refusal of the Diwali bonus is and why an individual chooses to do so. The fund house’s entertaining Diwali campaign humorously extends a strong message, thereby leaving a lasting impact on the viewer.
The campaign addresses the message of why it is important to invest and not just save your money. The campaign shows how a house help (Ramu Kaka) is disappointed in getting the same amount of Diwali bonus every year from his employer (Ramesh). The house help further explains to his employer the benefits of investing across various available mutual fund options. He also points out how his other employer invests in mutual funds and can give him expensive shoes as a Diwali bonus. The house help believes that if Ramesh had invested in mutual funds, he would have also earned good returns and in turn would have been able to give a higher bonus to him. He suggests to his employer to start his investment journey through a Systematic Investment Plan (SIP).
ICICI Prudential AMC head marketing, digital and customer experience Abhijit Shah said, “Indians are known for their savings habit; however, this habit does not create wealth for them. This Diwali, our focus is to bring a shift in the savings habit to that of investing, thus creating wealth over the long term. Through this campaign, we intend to spread more awareness about the importance of investing among those who do not invest in mutual funds. We aim to nudge people to invest in mutual funds to generate better returns on their hard-earned money.”
By investing in mutual funds, an investor can allocate his or her resources among several asset classes including debt, equity, commodities, and several others per their risk tolerance, time horizon, and financial objectives. Over time, a long-term, disciplined investment strategy can help investors achieve their financial goals and systematically create wealth.
The campaign will reach the masses via the company’s multiple digital channels like YouTube, Instagram and Facebook.
MAM
Ad:tech honours 2026: Full list of winners announced
Expanded awards spotlight winners across 22 categories as industry doubles down on intelligent automation
NEW DELHI: Marketing’s tech elite took the spotlight as the ad:tech honours 2026 returned with a sharper focus on AI, data and immersive media, signalling how deeply technology now underpins brand strategy. Held at Yashobhoomi on March 17, the second edition drew industry leaders to celebrate innovation that is reshaping engagement and performance.
Presented with the International Advertising Association India chapter and new partner Huella, the awards expanded from 8 to 22 categories, tracking the rapid convergence of creativity, automation and analytics.
The winners’ list reads like a snapshot of marketing’s future. In affiliate and partner marketing, Lyxel & Flamingo – Boat and Paytm Ads – Giva took silver. Mobavenue Media Private Limited struck gold in AI-driven dynamic creative optimisation, alongside a silver for Laqshya Media Limited.
Creative AI collaboration saw Rediffusion Brand Solutions Private Limited win gold, with Saltinc Consulting Private Limited securing silver. Laqshya Media Limited continued its strong run, taking gold in AI conversation agents and adding multiple wins across categories, including silver in GenAI-led creative and both gold and silver in interactive DOOH campaigns for Tanishq and Tata Coffee.
Predictive AI honours went to Strong Metrics and Tyroo, both silver, while Orient Bell Limited picked up silver in immersive retail tech. In GenAI-led creative, Laqshya Media Limited, Salt – Kotak and Sumimoto each secured silver, reflecting the crowded race in generative creativity.
Publicis bagged silver in influencer management and gold in performance marketing, where it shared the stage with Arm Worldwide and The Trade Desk, both silver. Glad U Came Private Limited stood out with gold in influencer measurement and analytics.
Marketing automation saw CereOne Media Pvt. Ltd. and Globale Media win silver, while ADMOTT Private Limited claimed silver in OTT innovation.
Programmatic media categories highlighted the shift to advanced targeting and connected screens. Mobavenue Media Private Limited clinched gold in connected TV advertising, with Animmoov Digital Media Pvt Ltd – Asus and Lyxel and Flamingo taking silver. Cheggout Services Private Limited won silver in retail media advertising, while Paytm Ads – Versuni secured gold.
On social platforms, Vayner Media India took gold in community and UGC engagement, with Under 25 – Oppo winning silver. Segumento rounded off the list with silver in the innovation category.
Jaswant Singh, country managing director at ad:tech India, underscored the momentum, saying generative AI and data-driven decision-making are now central to marketing impact. Neena Dasgupta, IAA mancom member and chief executive and founder at The Salt Inc Consulting, added that the awards celebrate not just technology, but “the people, the creativity, and the relentless effort behind it.”
Backed by Comexposium Group, ad:tech New Delhi has long tracked digital disruption. Now, with the honours, it is rewarding those who are not just adapting to change but engineering it.
In an industry racing towards automation, the message from 2026 is unmistakable. The future of marketing will be written not just in ideas, but in algorithms.
