Ad Campaigns
IndusInd Bank launches ‘INDIE’ app campaign at ICC Men’s Cricket World Cup 2023
Mumbai: IndusInd Bank has introduced an insight-led brand campaign aimed at promoting its hyper-personalised financial super-app, ‘INDIE.’ INDIE is a recently introduced mobile banking app from IndusInd Bank that offers a completely differentiated banking experience to digitally-savvy customers seeking a superlative digital experience. The app encompasses a gamut of services, including a Smart Savings account with Linked FD, a Flexible Line of Credit, a personalised rewards program, advanced security features, and stock broking, among others.
This brand campaign centres around the theme, ‘Everyday Banking shouldn’t feel like a battle,’ and showcases day-to-day struggles people have with banking depicted by ancient warriors in a unique way, differentiating itself in the clutter of various Ads being run during the ongoing Cricket World Cup. The campaign offers a unique perspective to users with disruptive content, emphasizing that ‘INDIE’ by IndusInd Bank offers a personalised experience and ultra-flexible products that users can personalize as per their unique needs with many industry firsts. The app also leverages advanced analytics to provide personalized insights to its customers and aims to usher in a revolutionary new way to bank and make finance easier, safer and much more engaging than traditional banking apps.
Conceptualized and executed by Leo Burnett India, the brand films drive the USPs of INDIE in an interesting way covering features such as accelerated rewards on the brands of customer’s choice and industry-first security features such as numberless cards, dynamic ATM PIN, single-use virtual debit card, and the ability to receive transaction OTP even in low network zones using Super-OTP. Users can also access a flexible instant credit line of up to five lakhs, allowing them to withdraw funds anytime and multiple times while paying interest only on the amount withdrawn. Additionally, through INDIE, the Bank is providing a special World Cup interest rate of 7.85 per cent p.a on Fixed Deposits, along with the added benefit of linking users’ Fixed Deposit to their Savings Accounts.
Speaking about the campaign, IndusInd Bank head of digital banking & strategy (Existing Business) Charu Sachdeva Mathur said, “The new brand campaign reflects IndusInd Bank’s unwavering commitment to customer-centricity and the advancement of the Bank’s Digital 2.0 journey. With INDIE, we’re revolutionizing banking into a seamless and tailored experience, where individual needs and preferences take centre stage. The campaign symbolizes our mission to redefine the everyday banking experience, simplifying it and making it more convenient.”
This campaign is being amplified across Television, Connected TV, and social and digital media channels such as YouTube, OTTs, Instagram, FB, LinkedIn, etc.
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.
