Ad Campaigns
Aditya Birla Sun Life Mutual Fund & DENTSU CREATIVE India’s latest campaign highlights the power of three
Mumbai: Aditya Birla Sun Life Mutual Fund (ABSLMF) and DENTSU CREATIVE India have launched their latest Investor Awareness campaign titled ‘3in1TohInvestmentDone’. This innovative campaign aims to promote the ‘Multi Asset Allocation Fund’ – a strategic solution to navigate through market turbulence.
The campaign effectively emphasises the benefits of investing in a single fund, offering exposure to three key asset classes: Equity, Debt, and Gold. Investors can enjoy the combined advantages of growth and stability through the diversification of investments across these asset classes. This approach intelligently cushions the impact of market fluctuations and effectively manages risks, all while potentially enhancing returns.
The film centres around three friends who consistently support each other in various circumstances, mirroring the essence of the ‘Multi Asset Allocation Fund’. This fund optimizes returns and manages risks effectively by diversifying one’s portfolio, much like the friendship of the friends in the film. The campaign is currently live across multiple platforms, including digital, cinema, audio streaming, as well as outdoor and ambient media in 17 cities.
Speaking about the campaign, Aditya Birla Capital, head of marketing & CX, Darshana Shah said, “At Aditya Birla Capital, our aim has always been to simplify people’s financial needs while presenting a compelling story. With this investor education campaign, we wanted to highlight the importance of portfolio diversification in managing market volatility and risks. We aimed to showcase how investing in a 3-in-1 ‘Multi Asset Allocation Fund’ can provide the advantages of three asset classes – Equity, Debt, and Gold – combined, offering potential growth and stability. This film aims to raise awareness about the benefits of investing in a versatile fund like this and starting your financial journey with us.”
DENTSU CREATIVE India group executive creative director, West, Ajeet Shukla added, “We didn’t have to search far and wide to crack this piece, and as always, our focus was to create a device that would make the film a memorable story. We are pleased to have achieved delightful dimensions and sweet textures to the story by incorporating a musical jingle, children as characters, and their adorable performances.”
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.
