Ad Campaigns
Home Credit India looks to build brand resonance with ‘Zindagi Hit!’
Mumbai: On the occasion of the Diwali festival, Home Credit India (HCIN), a local arm of the leading global consumer finance provider, launched its new brand campaign with the promise of “Zindagi Hit” as an effort to redefine brand connect with consumers in the endeavour to fulfil aspirations. This campaign comes on the heels of Home Credit India having completed 10 years in the Indian market as a Reserve Bank of India (RBI) regulated consumer non-banking financial company (NBFC) this year.
The brand launched as a Diwali campaign film, symbolising its reinvigorated mission to empower people to live the life they want now and reposition HCIN as an enabler of fulfilling wishes and aspirations to bring the joy & happiness customers long for.
Home Credit, in its decadal journey in India, has seen that consumers across income categories have the same expectations from life. However, consumers in low-income categories often keep these expectations suppressed or in waiting owing to constraints in purchasing power. Herein lies the value of Home Credit India, who financially empowers the underserved borrowers through easy and hassle-free loans that bring to reality every wish & aspiration. And when dreams come true, every life moment becomes a hit.
Speaking about the new brand tagline this Diwali, Home Credit India chief marketing officer Ashish Tiwari said, “This year, as we complete a decade in India, we saw it as the right time to take the brand even closer to our customers. Based on the learning imbibed with the “ZindagiHit” tagline, we want to rejuvenate the meaning and connect the brand Home Credit with customers and potential loan seekers. A loan is an empowerment for the right use cases, and Home Credit strives to be the enabler in people’s lives to help them make dreams and aspirations a reality. This way, we at Home Credit India are working with our customers to enable them to make their “ZindagiHit.”
The value proposition of Home Credit India’s brand campaign centres on traits such as optimism, progress, trustworthiness, transparency, and that of an enabler, making it a brand of choice when it comes to consumer loans. The festive campaign is live across digital platforms, including Home Credit’s social channels such as Facebook, Instagram, Twitter, YouTube, LinkedIn, and on a popular OTT platform like MX Player.
Adding to the fervour of the festive season and in an endeavour to boost consumer sentiments, this Diwali, Home Credit India makes “ZindagiHit” for customers on purchasing mobiles, consumer durables and home appliances worth at least Rs 20,000 from HCIN’s 50K+ points of sale (PoS) partner shops by giving out a 7.5 per cent cashback against the loan amount, which will directly be debited into the bank account.
Home Credit India also recently launched a campaign “#10SaalBemisal” to celebrate its 10th anniversary. The campaign highlighted the brand’s decade-long journey in India and how they have been promoting financial inclusion by enabling credit penetration throughout the nation, resulting in the introduction of borrower-centric services and products like Safe Pay (payment holiday, no pre-payment penalty, and insurance), Care 360 (a holistic healthcare service protection product), Ujjwal EMI Card (the digital pre-set credit limit card), and more.
Having built a strong brand presence in the country, Home Credit India is currently operating in over 625 cities, with a network of 53,000 PoS and a growing customer base of 15 million. A responsible consumer lender, Home Credit India has also engaged more than 3 million individuals through its financial literacy campaign “Paise Ki Paathshala” in order to foster a responsible borrowing culture in society at large.
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.
