Ad Campaigns
Bandhan Bank inspires consumers to dream big
MUMBAI: Bandhan Bank has launched two campaigns to strengthen its home and business loan segments. The TV ads succinctly intend to encourage consumers to follow their dreams and take a step towards improving their lives.
The film on business loans conveys the idea that Bandhan Bank doesn’t just provide a loan, it also invests in the customer’s dream and helps it come to life. It charts the story of a woman looking for a saree in a boutique. It turns out that the woman is a Bandhan Bank employee who had sanctioned the loan for the owner to set up the boutique.
The TVC on home loans takes us through the daily trials of people living in rented apartments. It brings to life the compromises they make to comply with the rules laid down by their landlords. The film encourages people to live life on their own terms.
Bandhan bank MD and CEO Chandra Shekhar Ghosh said, “There are many people who have their own inhibitions when it comes to approaching a bank for a loan. They feel that their financial background makes them ineligible. At Bandhan, we believe in people’s potential, we see what they can achieve tomorrow.”
Ogilvy Kolkata managing director of creative Sujoy Roy adds, “We set out to tell real stories – narratives that resonate with the people we wanted to talk to, things that they feel and experience. It was important for the viewers to relate to the characters and their performance. We wanted to assuage the fears that prospective borrowers may have, and push them closer to their dreams.”
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.
