Ad Campaigns
Bank of Baroda launches the new advertising campaign
Mumbai: Bank of Baroda (Bank), one of India’s leading public sector banks, announced the release of its latest #bobWorld advertising campaign, which stars the Late Satish Kaushik playing the role of a frustrated director. In the commercial, he is shown shooting an ad film with badminton stars, PV Sindhu and K Srikanth. The two then go on to annoy the director by repeatedly interrupting him as he is giving them their lines and compare it to the Bank’s bob World mobile banking app and the wealth of advantages the app offers such as the ease with which it is open a digital savings account, apply for loans digitally, invest, pay bills & recharge etc.
Bank of Baroda deputy general manager – of marketing & branding, Shri V G Senthilkumar said, “bobWorld gives its 30 million customers a simple, seamless and feature-rich user experience to execute over 300 services round-the-clock at their convenience without having to take the trouble of visiting the branch. From opening a B3 Digital Only Savings Account to applying for instant digital loans, investing, paying bills, recharge and shopping, bob World is truly a one-stop destination for all our customers’ banking, financial and lifestyle needs. To add to that, the app is available in 13 languages, giving our customers the flexibility to transact with the Bank in their preferred language”.
“We were also privileged to work with late Shri Satish Kaushik, a brilliant actor, producer and our favourite “frustrated director”. His legacy will continue to live in our hearts forever,” added Shri Senthilkumar.
The 60-second campaign is developed by M/s Auburn Digital Solution Pvt. Ltd. It will be played on social media and across theatres in India.
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.
