Ad Campaigns
ETMoney campaign shows cricketing heroes on financial pitch
MUMBAI: Would you judge a fish by its ability to climb a tree? Then why expect a top cricketer to be good at financial management? ETMoney’s latest campaign ‘Batting for money’ shows top cricketers discovering how easy it is to save, grow & manage their money effortlessly on the financial pitch using the app.
With the cricketing season’s heatwave upon us, ETMoney releases a series of films featuring some of the highest earning cricketers – Parthiv Patel, Karun Nair, Manish Pandey, Axar Patel, Vijay Shankar and Sheldon Jackson. The films show light hearted friendly banter between the players who discuss and discover how easy it is to manage and invest their earnings.
The series starts with Parthiv Patel discovering how ETMoney is helps him to manage his finances. Subsequently, we see him suggesting ETMoney App to his cricketing friends’ to help solve their financial dilemmas and money management issues in a simple, fast and reliable manner. The cricketers get into a ‘contest’ on who is better at managing his money.
The creatives have been shot in selfie style and highlight the benefits of the ETMoney app’s user-friendly feature such as Investment Solutions, SmartDeposit, Insurance Solutions and Spends Tracking – that can be handled easily in under 2 minutes, completely paperless & mobile.
Speaking about the new campaign, ETMoney CEO Mukesh Kalra says, “ETMoney’s mission is to simplify money for the new age consumer. The campaign, backed by deep consumer insights from our initial tests around Cricket, does a great job of communicating the simplicity of the app in a very relevant, friendly context.”
Speaking about the new campaign, Times Internet marketing head Pratik Mazumder says, “India has two true obsessions that cut across all ages and classes – Cricket & Entertainment. Our edutainment campaign conceptualized internally brings together both these obsessions and helps viewers to understand the simplicity and reliability that ETMoney has brought to the Fintech space. We hope this campaign will encourage more Indians to login to the digital financial inclusion that is being actively promoted by the government.”
The campaign will be aired on all major online platforms. This will be supported with print ads and social media amplifications on Youtube, Facebook, Twitter, Indiatimes, MensXP, TOI Sports, ET & Cricbuzz.
The ads can be viewed online at – https://www.facebook.com/ETMONEY/
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.
