Ad Campaigns
Amazon Pay celebrates ease of digital payments for merchants
Mumbai: Amazon Pay has unveiled the second leg of its digital campaign “#AbHarDinHuaAasan” to celebrate the way digital payments simplify the lives of millions of merchants across the country.
Over five million merchants have now signed up for the Amazon Pay for Business app since its launch. The campaign film portrays day-to-day instances where merchants experience the convenience of Amazon Pay and underscores the simplicity of using payment tools to enable customers to pay anyone, anywhere, effortlessly, and get instant rewards.
The “#AbHarDinHuaAasan” campaign film reflects on how business owners experience the ease of payment acceptance amidst the hustle and bustle in their stores and manage their businesses efficiently. It also shows the ease of credit access via the Amazon Pay ICICI Co-Branded Credit Card, which enables its customers to expand their budget instantly. Furthermore, it showcases how local store owners can grow their businesses with the Amazon Pay for business app through features such as account reconciliation and more.
Speaking about the campaign, Amazon Pay India whole-time director Vikas Bansal said, “Our aim is to simplify lives and fulfil aspirations by solving the payments and financial needs of every Indian. We make digital payments trusted, convenient, fast, and frictionless, and enable the widest choice of payment options for both our merchants and customers. Our continued focus is to empower SMBs and micro-merchants through payment tools and solutions that help enhance their digital payment experience across multiple customer touchpoints. “#AbHarDinHuaAasan” is our endeavour to raise awareness and further strengthen the need for the adoption of digital payments and encourage every merchant and customer, old or young, to transact seamlessly.”
The first part of the #AbHarDinHuaAasan campaign launched in 2021, showcasing the ease of using digital payments post-pandemic and its impact on millions of customers and merchants. The film brought out the convenience, safety, and ubiquity of Amazon Pay and how it inspires small and micro business owners to seamlessly start adopting digital payments.
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.
