Ad Campaigns
Aditya Birla Finance & Dentsu Creative’s business-changing campaign
Mumbai: Aditya Birla Finance Ltd. (ABFL) and Dentsu Creative India have launched a new campaign for Udyog Plus – a one-stop digital platform that caters to the needs of micro, small and medium enterprises (MSMEs) in India. The integrated campaign, titled ‘Tareeka Badlo, Business Badlega’, aims to position Udyog Plus as an innovative solution that enables MSMEs to avail of working capital loans, merchant loans and business loans in just two minutes, without any paperwork.
Udyog Plus is an open marketplace that can be accessed through the financing section of the Aditya Birla Capital website by both existing and new customers of ABFL. It offers business loans of up to Rs 10 lakh to MSMEs through a completely paperless and digital journey. The platform also provides a host of other services such as insurance, investment, accounting, taxation and value-added services to help MSMEs manage and grow their businesses.
The film showcases the stories of countless individuals who pursue their business dreams, and the Udyog Plus platform supports them in this journey. Whether it is a skilled technician who wants to upgrade their workshop or a boutique owner who seeks a stylish makeover, the campaign resonates with those who aspire for growth. It emphasizes the role of digital transformation, allowing customers to access multiple services on a single platform. Such initiatives enable entrepreneurs to modernize their businesses and increase their efficiency.
The campaign is live on social, digital media, print and television. The main goal of the film is to reach a diverse audience and highlight the affordable and innovative solutions offered by the Udyog Plus platform.
Aditya Birla Capital head – marketing and customer experience Darshana Shah said, “The campaign serves to inspire countless entrepreneurs to change their approach to business and embark on a digital journey through the Udyog Plus platform. Hence, the tagline ‘Tareeka Badlo, Business Badlega’. Every small step towards progress is a giant leap for these individuals, and our campaign is a testament to their unwavering spirit and determination.”
Dentsu Creative India group executive creative director – West Ajeet Shukla said, “There are very few opportunities where you get to uplift the true potential of Real India and the ‘Udyog Plus’ initiative is one of them. The brief clearly called out to capture the MSME emotions when it comes to the impact that a holistic finance and business solutions partner makes on their success and our film does that very well. The product too stands by what this sector really needs. The Creative proposition ‘Tareeka Badlo, Business Badlega’ sends out a strong message to India’s MSME sector that business loans and other solutions are not only easy but also just two minutes away.”
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.
