Ad Campaigns
Any day is salary day: Jupiter’s mockumentary ad campaign
Mumbai: Jupiter, the one-app for everything money, has released a new campaign with two ad films for its unique on-demand salary product. Jupiter’s no-demand salary lets any user withdraw their salary basis the number of days they have worked, on any day of the month at zero per cent interest for 45 days.
Through the two humorous but hard-hitting films shot in a mockumentary style, Jupiter wants to empower millennials to withdraw their own hard-earned salary any day of the month.
The first film features a human resource professional, an authority every employee looks to when he/she wants an advance on their salary. This film is a mockumentary exaggerating the dynamics and the chain of events that follow when an employee asks HR for an advance on his or her own earned salary. By letting users withdraw their salary any day of the month, Jupiter is empowering employees.
Speaking on the launch, Jupiter head of growth & marketing Apurv Narang said, “On-Demand Salary empowers every employee, working with any company, with a no-questions-asked product. Withdrawing your own earned salary eliminates the confusion, stress, and fear that come with seeking instant credit from friends, family, or unreliable credit sources.”
The second film from this campaign will be released soon.
The year 2023 will be a big one for Jupiter as it gears up to roll out multiple innovative investments and credit-focused products designed to broaden the Indian consumers’ basket of financial offerings.
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.
