Ad Campaigns
Fibe onboards Vikrant Massey as its new brand ambassador
Mumbai: Fibe has roped in actor Vikrant Massey as its brand ambassador. Massey, acclaimed for his blockbuster movie ‘12th Fail’, will be a part of Fibe’s marketing campaigns to highlight the company’s quick and hassle-free application process as well as the ease at which its customers can avail of its services. The strong customer connect of Massey will reinforce Fibe’s familiarity among Gen Z and millennials as a solution that addresses every individual’s needs without any lengthy process or questions regarding usage of the loan.
The association has commenced with a campaign that wants customers to dismiss the age-old tradition of saying ‘Agli Baar’, addressing the common tendency among middle-class individuals to postpone their aspirations or purchase decisions.
Conceptualised by VeryBusyPeople Film Production House, the campaign demonstrates Massey as a protagonist and narrator (Sutradhar) to guide the customers through the journey of fulfilling their aspirations through the Fibe app, be it purchasing a dream bike or an online course. Massey further goes on to highlight the benefits of using the Fibe app thereby empowering individuals to make decisions that positively impact their lives.
Fibe’s founding member and EVP – marketing Sudesh Shetty said, “We are thrilled to welcome Vikrant Massey to the Fibe family. Vikrant’s relatable and authentic persona makes him the perfect fit to represent the brand Fibe. Fibe has remained committed to upgrading the lifestyle of the salaried class while ensuring to encourage responsible buying behaviour. Vikrant’s connect with the younger generation will significantly boost our efforts in engaging with the audiences and empower them with the Fibe app through which they can avail our offerings in an easy manner.”
Vikrant Massey further expressed his enthusiasm stating, “I am delighted to collaborate with Fibe in its mission of helping people fulfil their dreams with confidence and ease. The brand not only helps underserved individuals avail financial services but also empowers them with financial independence.”
“The inspiration for this campaign came from the stories of everyday life of the youth who have many dreams and aspirations but avoid making smallest of purchases and push it to ‘Agli Baar’ because of financial constraints. Through ‘NoMoreAgliBaar’ campaign, we want to inspire them to seize the opportunities with the support of Fibe’s financial solutions. Leveraging Massey’s relatable appeal with the youth, we aim to create a powerful connection with Gen Z and millennials while enabling them with easily accessible financial solutions,” added VeryBusyPeople Film Production House founder & director Sudhir Shetty.
The integrated launch of the campaign will be promoted across various platforms, including digital and social media platforms.
Fibe’s commitment to enhancing lives extends beyond just traditional loans to offering specialised products that have the potential to impact millions of lives and transform them. Through its ‘Impact loans’ portfolio, the company is offering edtech loans, healthcare loans, insurance premium financing, and more. The company has created a financial ecosystem with various products like salary advance, personal loans, instant cash loans and buy now pay later facilities across health and education. Fibe recently raised $90 million in a series E funding round.
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.
