Ad Campaigns
Blink Digital bags Fibe’s digital media duties
Mumbai: Blink Digital has been awarded the digital marketing mandate for Fibe. Specialising in blending deep digital insights and ideating plans, Blink Digital helps brands grow to their full potential. The agency will now be in charge of digital strategy, ideation, and execution of the digital launch for Fibe, formerly EarlySalary. This is a year-long association/partnership that was established after a competitive multi-agency pitch.
Conceptualised by Blink Digital, the campaign “Aapke Paise Wali Vibe” targets how it is a quick and hassle-free application process as well as the ease at which its customers can avail of its services.
The campaign, written by Sudhir Shetty and directed by Very Busy People, aims to position Fibe as an alternative to the notion that obtaining a loan is difficult and time-consuming. Fibe has been positioned as a helpful credit provider that offers loans tailored to everyone’s needs without a complicated application process or many questions about how to use the loan.
The agency will assist the brand in staying ahead of the curve regarding social media engagement. Their new campaign idea for Fibe gives a fresh outlook on consumer lending in the financial landscape. This partnership will work towards establishing the brand as the go-to solution for all the financial needs of young Indians and provide them with a hassle-free experience.
Talking about the association, Blink Digital co-founder & COO Rikki Agarwal said, “We have associated with Fibe to create a digital marketing strategy which will help them connect better with their target audience. At Blink, we always look forward to creating a seamless yet unique experience for our clients while staying true to the brand message. We have used the best marketing tools in nurturing social media for brands in India and across borders. We are looking forward to boosting engagement for Fibe by showcasing its legacy to the right audience at the right time through various social media channels”
“We are delighted to associate with Blink Digital for our social media management. We look forward to working with their skillful team and are confident that the digital agency will position our properties to our highest expectations,” said Fibe founding member and director of marketing, Sudesh Shetty.
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.
