Ad Campaigns
Cred’s latest IPL campaign serves up throwback to 90’s Nirma ad
Mumbai: Credit card payment platform Cred is back with its latest campaign for IPL 2022 – ‘Cred: Play it different.’ And this time the brand does a throwback of a much familiar 90’s ad for Nirma detergent bar, featuring actor Karisma Kapoor in the role of the original ‘Deepikaji.’
Conceptualised and written by Tanmay Bhat, Devaiah Bopanna, Puneet Chadha, and Deep Joshi, the ad introduces the platform’s new feature – Cred bounty. The ad film was produced by EarlyMan Films and directed by Ayappa. Karan Malhotra has composed the music for the film.
To set the tone of the campaign right, the film has Kapoor promoting Cred bounty, rejecting all other offers, in a scene-to-scene recreation of the original classic 90’s Nirma ad. The creative serves up an instant dose of nostalgia for those who have grown up watching the older ad on Doordarshan,
“IPL with Cred is a platform for us to work with iconic celebrities in the most creative and twisted ways possible,” said the director of the film Ayappa. “I hope the audience enjoys Cred’s latest ad as much as they have in the past.”
“This year, we want to encourage Cred members to invite their friends & family to win big with Cred,” said Cred founder Kunal Shah. “We have launched Cred bounty which lets members invite their contacts to play and win exciting jackpots.”
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.
