Ad Campaigns
AMFI ropes in Sachin Tendulkar, M S Dhoni for ‘Mutual Funds Sahi Hai’ campaign
MUMBAI: AMFI, on Wednesday, announced that it had roped in cricketing idols, Sachin Tendulkar and MS Dhoni for their newly launched a campaign 'Mutual Funds Sahi Hai', in order to create awareness about Mutual Funds, as the preferred investment option.
Speaking on the same, AMFI chairman Nilesh Shah said: ''Sachin Tendulkar and MS Dhoni evoke unstinted trust and high dependability, and their longer-term orientation in their respective cricketing careers have been akin to retail investors having equally longer-term approach towards investment. Longer-term approach be it, in cricketing career or in Mutual Fund investments can deliver rich dividends be it for cricketers or investors, alike."
AMFI chief executive N S Venkatesh further added: "After three years of Mutual Funds Sahi Hai campaign, we at AMFI felt that the time is right to take the conversation with the retail investors across the country to the next level, by engaging the cricketing icons.”
“On behalf of the Mutual Fund Industry, I thank SEBI for taking a considerate view on allowing the engagement of celebrities, at the Industry level, “says Venkatesh.
Commenting on the campaign Sachin Tendulkar said: “I am excited to be associated with the Mutual Funds Sahi Hai initiative, through AMFI, to help create awareness about Mutual Funds. Discipline and a longer-term approach is the cornerstone towards achieving success, be it in any sport and likewise in personal investing."
Mahendra Singh Dhoni said: I take great pride in being associated with the “Mutual Fund Sahi Hai’ campaign. Having a goal-based approach, starting early, staying disciplined and not being fazed by volatility, are the four mantras, I have always followed, be it in my cricketing career or in personal money management."
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.
