Ad Campaigns
Spice Money launches ‘Customer Ek, Bill Anek’ campaign
Mumbai: DiGiSPICE Technologies’ subsidiary Spice Money has launched its Bharat Connect campaign, formerly known as BBPS, titled ‘Customer Ek, Bill Anek’. This initiative aims to empower Adhikaris (merchants) by providing accessible bill payment services for rural India. As a leading Bharat Connect network, Spice Money focuses on expanding financial inclusion.
The campaign seeks to onboard all active counters to use the Bharat Connect platform, streamlining bill payment processes and increasing adoption of multi-biller services. It encourages Adhikaris to facilitate multiple bill payments in one visit, enhancing customer convenience.
Bharat Connect serves as a one-stop solution for various payments, including mobile recharges, DTH services, loan EMIs, utility bills, and FASTag recharges. The campaign targets over 400,000 Adhikari counters to increase their transaction volumes. Recently, around 100,000 Adhikaris processed approximately 21.7 lakh transactions worth 450 crores on the Bharat Connect platform, with electricity bill payments being the most common.
A brand video highlighting the convenience of managing multiple bill payments will support the campaign, promoting digital services in rural areas where access to payment facilities is limited.
Spice Money founder & CEO Dilip Modi said, “Our initiative is focused on empowering Adhikaris and bringing ease to rural India. Through the Bharat Connect platform, we are building a secure, accessible space for customers to handle multiple bills with ease while enabling Adhikaris to boost their income and support a brighter future for themselves and their communities. With Diwali around the corner, we aim to harness the season’s spirit to drive a five to seven per cent increase in transaction volume across bill payments and expand our network by five to seven per cent by highlighting the advantages of offering one-stop solutions.
Our vision aligns with the ambitious goals of NPCI Bharat BillPay to transform India’s payment ecosystem. By making platforms like Bharat Connect integral to every household, we can support financial inclusion at scale and deepen digital adoption across India.”
Spice Money CMO Kuldeep Pawar commented, “With ‘Customer Ek, Bill Anek,’ we are tapping into the unique dynamics of the Diwali season to empower our Adhikaris and amplify our reach as India’s leading assisted BBPS network. This campaign aims to highlight the convenience and earning potential that comes with each customer visit, providing Adhikaris with tools and insights to make a positive impact in their communities. Through innovative marketing and on-ground support, we aim to deepen Adhikari engagement, drive higher customer satisfaction, and strengthen our brand as the trusted rural fintech partner for millions of families this festive season.”
NPCI Bharat BillPay CEO Noopur Chaturvedi said, “We are pleased to see Spice Money share our vision to democratise India’s bill payment landscape and campaigns like ‘Customer Ek, Bill Anek’ will further enhance the visibility of these services, making them more accessible to the masses. This initiative not only strengthens our national goal of a less-cash economy but also supports local entrepreneurs by providing them with tools to enhance customer service and drive their own growth. At NBBL, we are committed to empowering citizens and accelerating the adoption of digital payments through assisted channels across India.”
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.
