Ad Campaigns
BHIM partners with CRY for ‘Meethi Diwali’ campaign
Mumbai: NPCI BHIM Services Ltd. (NBSL), a wholly owned subsidiary of National Payments Corporation of India (NPCI), has launched a campaign, ‘Meethi Diwali’, in association with CRY (Child Rights and You). The campaign aims to bring the sweetness of the festivities to underprivileged children across India by contributing a box of sweets for every ten transactions completed via the BHIM app.
The ‘Meethi Diwali’ campaign seamlessly integrates digital payments with a social cause, helping the BHIM app users to contribute to a meaningful initiative while enjoying the convenience of cashless payments. The campaign encourages the users to participate for the cause without altering their everyday behaviour, simply by using the BHIM app for their regular payments.
NBSL chief business officer Rahul Handa, said, “BHIM is keen on making a difference in the lives of people by promoting inclusion through digital payments and beyond. The ‘Meethi Diwali’ campaign guarantees every transaction is an act of kindness and spreads happiness. As we celebrate with purpose, we also take pride in strengthening India’s sovereign digital payment framework, building a future where technology and compassion go hand in hand.”
The campaign highlights the ease and security of BHIM’s UPI platform and let users contribute to a social cause that resonates with the ethos of Diwali—spreading joy, love, and togetherness. It features a captivating and colourful short film, reflecting the joy of giving in the festive season.
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.
