Ad Campaigns
SAMCO MF launches India’s first active momentum fund with a video campaign
Mumbai: Samco Mutual Fund, launches #RideTheMomentum campaign to help people invest in stock markets. This campaign unveils the Launch of India’s 1st Active Momentum Fund showcasing the concept through a relatable and engaging cricket-themed narrative. The ad captivates the audience with its compelling storyline and draws parallels between the selection of players in cricket and the investment strategy of active momentum funds.
The video ad tells the story of a cricket coach who is tasked with selecting a player for an important match. Breaking from tradition, the coach decides to base the selection solely on the player’s recent form and not on basis of past performance or name of the player, despite their lack of experience. The chosen player makes a stunning debut, hitting a boundary on the last ball to secure a victory for the team.
This storyline brilliantly intertwines with the investment realm, spotlighting the essence of momentum funds. These funds strategically identify stocks with recent momentum, uncovering hidden investment opportunities that can lead to exceptional returns. The ad effectively portrays how this approach, similar to the coach’s decision to prioritize recent form, can potentially result in successful outcomes. With speed and agility, the campaign aims to pick players in top form, just as momentum funds seek out high-performing stocks. By capturing the momentum factor, known for generating excess returns, the campaign uncovers momentum even from hidden gems.
“As a leading mutual fund company, SAMCO MF is proud to announce the launch of our 1st active momentum fund by unveiling the new video ad, which effectively showcases the innovative investment strategy through a compelling cricket-themed narrative,” said SAMCO MF CEO Viraj Gandhi.
He further added, “The ad highlights the significance of recent performance in driving investment decisions and draws a parallel between selecting players for a cricket match based on their recent form and the concept of momentum funds, which identify stocks based on recent momentum to potentially unlock hidden investment opportunities. This connection underscores our commitment to delivering superior investment outcomes for our clients through innovative and effective investment strategies.”
“We embarked on a mission to demystify momentum using a universally relatable analogy,” expressed the creative genius behind the #RideTheMomentum campaign, Samco Mutual Fund CGO Chirag Joshi. “Cricket, a sport synonymous with form and performance, became our muse. We delved into internal brainstorming sessions, connecting the dots between being in form and the momentum characteristics in stocks. Our product is a trailblazer, and we sought to reflect its uniqueness through an avant-garde commercial. The #RideTheMomentum campaign not only captures our dedication to providing investors with cutting-edge strategies but also delivers a visual spectacle that leaves a lasting impression.”
The video ad released by SAMCO MF reflects the company’s dedication to innovation and excellence in the mutual fund industry. By leveraging the widespread appeal of cricket, a sport that holds a special place in the hearts of millions, the ad effectively conveys the key message of active momentum funds – the importance of recent performance in making informed investment decisions. The ad’s storyline seamlessly connects with the world of investment, showcasing how the selection of players based on recent form in cricket aligns with the investment strategy of active momentum funds. Overall, the ad serves as a powerful example of how innovative and creative communication can be used to educate and engage investors.
SAMCO MF’s in-house campaign strikes a chord with a diverse audience through a comprehensive outreach strategy across TV, print, print ad creatives, digital, and social media. The cricket-themed metaphor of the ad enthralls investors, advertising pros, and those intrigued by mutual funds and investment strategies. The aim is to educate, inspire, and empower investors to make informed decisions while showcasing SAMCO MF’s unwavering commitment to innovative and effective investment approaches. This captivating campaign, produced entirely in-house, exemplifies SAMCO MF’s dedication to excellence in the mutual fund industry.
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.
