Ad Campaigns
PAYBACK signs cricketer Yuvraj Singh with campaign ‘PAYBACK Chalao’
MUMBAI: PAYBACK India, the largest multi-brand loyalty programme launches an exciting consumer campaign – ‘#PAYBACK Chalao’. The campaign is aimed at building excitement around the ease of earning and redeeming PAYBACK points at over 100+ brands via the new PAYBACK mobile app. Currently, the PAYBACK network has brands across several categories and in-store as well as online channels. Moreover, PAYBACK partners are mostly market leaders in their segments and cover various high-frequency shopping categories ranging from food to shopping, fuel to travel and entertainment. With such a varied portfolio of partners, PAYBACK members can earn points faster and redeem them for attractive rewards, from a multitude of options.
The company crossed a few impressive milestones recently like crossing a member base of 100 million, new brand additions to the network and the launch of an easy-to-use new mobile app. It has now decided to take the brand several notches higher. It has signed up ace cricketer, Yuvraj Singh, as their brand ambassador to promote its core values and build top-of-mind recall amongst its member base. It is launching a new positioning statement termed as #PAYBACK Chalao, which aims to make collecting and redeeming points as part of their daily lives and shopping choices. The campaign is being released in a staggered manner across 6 key markets and will run on radio and print, supported by a digital release.
Speaking on the campaign, Payback CMO Ramakant Khandelwal said, “Our positioning statement ‘PAYBACK Chalao’ resonates well with our members. Our brand ambassador Yuvraj Singh is well known for effortless stroke play to score the maximum. Hence our core messaging reads ‘Score big like Yuvraj every time. IT’S PAYBACK TIME’. We also have a messaging in Hinglish which reads ‘Ab rewards kamana hai, baayein haath ka khel! Yuvraj ki tarah har baar kuch zyaada pao, PAYBACK CHALAO’
A global icon like Yuvraj Singh – who embodies traits like winning, trust, reliability and has a cool and trendy persona, will get us a broader recognition and complement our brand positioning and future plans. We are thrilled with the collaboration and look forward to creating more engaging experiences for our members.”
As a brand ambassador of PAYBACK, all-rounder cricketer, Yuvraj Singh said, “It has been an absolute pleasure to be associated with PAYBACK. The brand is a pioneer and an industry leader. They run a unique loyalty program and are singularly focused on making the lives of their members more rewarding and fun. I look forward to an engaging partnership as PAYBACK forges ahead with the growth of its consumer and partner base in India.”
PAYBACK has plans to release the campaign with Print & Radio spread over 6 cities for a duration of 3 weeks amplified with the digital medium ahead of the festive season. PAYBACK is one of the largest and fastest-growing multi-brand loyalty programs in India. The program is growing rapidly every year with millions of active members in the PAYBACK network. Engagements with new partners are coming at a time when PAYBACK India is scaling its operations significantly to cement its position as the pioneer and leader in the loyalty category in 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.
