Ad Campaigns
Fin One’s #TheLakshmiTest engages 3000 youth in Diwali financial fitness
Mumbai: Fin One, a digital-first initiative by Angel One, launched the #TheLakshmiTest campaign for Diwali, aiming to promote financial awareness, particularly among youth and rural communities. The campaign encouraged participants to assess their financial habits during the festive season, aligning with Diwali’s theme of wealth and abundance. It attracted significant engagement, with 13,000 page views and 3000 participants, yielding an impressive 86 per cent quiz completion rate.
#TheLakshmiTest was primarily promoted through Fin One’s Instagram and YouTube channels, targeting the 18-25 age group. The multi-channel campaign also included print inserts in Bengaluru households, influencer partnerships, and digital ads on popular food delivery platforms like Swiggy, ensuring broad outreach. The campaign focused on financial reflection and goal-setting, bringing financial readiness to the forefront during Diwali.
Key insights include:
● Expense tracking: 71 per cent of participants regularly track expenses, though 30 per cent don’t, highlighting room for improvement.
● Emergency fund: 66.5 per cent have an emergency fund, but one-third lack it, signaling a critical gap in financial preparedness.
● Savings habits: 70 per cent save a portion of their income immediately, but 30 per cent have yet to adopt this habit.
● Health insurance: 67 per cent have health insurance, leaving one-third without coverage.
● Investment and portfolio: 53.7 per cent have diversified investments, with 56 per cent in mutual funds, but nearly half still lack portfolio diversification.
Through #TheLakshmiTest, Fin One sparked an engaging conversation around financial health and the importance of making informed financial decisions. The campaign demonstrated Fin One’s commitment to promoting financial literacy, encouraging India’s youth to adopt better money management practices for a secure future.
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.
