Ad Campaigns
BigCash unveils national campaign ‘Bade Kaam Ka Khel’
Mumbai: BigCash, one of India’s fastest-growing real money gaming platforms, proudly announces its collaboration with Nawazuddin Siddiqui as its new celebrity brand endorser. Known for his authentic persona and relentless drive, Siddiqui embodies the spirit of BigCash’s latest campaign, ‘Bade Kaam Ka Khel.’
The ‘Bade Kaam Ka Khel’ campaign, currently live across TV, radio, social media, and digital platforms nationwide, taps into the aspirations of everyday Indians. With Mr. Nawazuddin Siddiqui leading the way, the campaign is about more than just playing games—it’s about using strategy, sharpening skills, and seizing opportunities to win in a safe and secure gaming environment.
Commenting on this significant partnership, Ankur Singh, CEO of BigCash CEO Ankur Singh said, “Mr. Nawazuddin Siddiqui’s journey from humble beginnings to becoming a national icon is a story that resonates deeply with the millions of players on our platform. His authenticity and relatability, especially with audiences from India’s heartland, make him the perfect ambassador for BigCash. We’re excited to have him represent our brand as we continue to grow and deliver an unparalleled gaming experience.”
Through this nationwide campaign, BigCash aims to connect with millions of gamers across the country, particularly in emerging regions, reinforcing its position as the go-to platform for skill-based real money gaming.
The campaign features a powerful narrative, with Mr. Nawazuddin delivering the message “Zindagi me kuch bada karne ke liye bus khoon paseena ek nahi karna padta hai… but on BigCash, playing skill-based games is one of the best ways to achieve something big.” This messaging reflects the hard work, strategy, and dedication that BigCash players bring to their gaming experience. The collaboration captures the essence of individuals who, like Mr. Nawaz, come from modest beginnings but possess a fierce determination to succeed. The campaign’s centrepiece, including the TV commercials and media strategy, was conceptualized and executed by Green Giraffe Media Agency.
Celebrated for his compelling performances in Indian cinema, Nawazuddin Siddiqui brings authenticity, grit, and versatility—qualities that align perfectly with BigCash’s brand ethos. Expressing his excitement about the partnership, he said, “BigCash represents a new era in gaming—one that combines skill, strategy, and the thrill of competition. I’m excited to be part of this journey and connect with millions of gamers across the country who share my passion for winning.”
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.
