Ad Campaigns
Chain Se Sona: A Gold ETF campaign by ICICI Prudential Mutual Fund
Mumbai: The fear of theft is a common concern among those who own physical gold in the form of jewellery, coins or bars. Unlike other assets, gold is a tangible asset that can be easily stolen or lost. This fear can be compounded by the high value of gold, which makes it a desirable target for thieves. To mitigate the risk of theft, investors who own physical gold may choose to store it in a secure location, such as a bank locker. However, these storage options can be expensive and may not be accessible at all times.
This is where an alternative form of getting exposure to gold through Gold ETFs (Exchange-Traded Funds) becomes relevant, especially for those concerned about the risk of theft. Gold ETFs can provide a solution to the fear of theft and storage problems associated with physical gold ownership, thereby negating these risks. A Gold ETF is a type of investment vehicle that tracks the price of gold and trades on a stock exchange like a stock. It allows investors to own gold without physically possessing it.
One of the names in this space is ICICI Prudential Gold ETF. Investors can buy units of the offering which represent ownership in the underlying gold holdings. ICICI Prudential Gold ETF offers several other advantages over physical gold ownership. They are more liquid, making it easier to buy and sell gold quickly on the exchange. Investing in gold adds another asset class to your portfolio thereby diversifying your investments and may also help to reduce the overall risk.
At a time when gold prices are prevailing at higher levels, through our latest campaign, we wish to communicate to the masses that by investing in ICICI Prudential Gold ETF they need not worry about the safety aspect of their investment.
Our endeavour with this campaign is also to create awareness about Gold ETFs in general and its safety aspect. It is a prudent portfolio diversifier and is suitable for all types of investors – evolved investor, conservative investor, aggressive investor.
ICICI Prudential AMC head marketing digital & customer experience Abhijit Shah said, “When it comes to investing or purchasing gold, the one aspect which concerns everyone is with regards to the safety of the gold at hand. By taking exposure to gold in the form of ICICI Prudential Gold ETF, gold units will be held in a demat account, thereby addressing the safety aspect effectively.”
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.
