Ad Campaigns
DBS Bank India breaks down the 2024 union budget using GenAI
Mumbai : DBS and FCB Interface reimagine the traditional social media campaign to educate in real time, supported by music and lyrics generated by artificial intelligence. In line with the union budget 2024, DBS Bank India has launched a revamped edition of their campaign “Sounds of Budget”. This is the fifth year that the bank will be running this annual, topical campaign that uses music to create engaging and educational content, targeted at enabling the younger demographic to comprehend the complexities of the Budget announcements.
This year the digital campaign is being led by FCB Interface, Mumbai, who retained the goal to demystify the union budget, but updated the approach, using the power of music created with the help of generative artificial intelligence (AI).
Despite being one of the most watched financial events every year, consumers can often find it hard to understand the implications of certain Budget announcements or find the technical terms a bit tricky to keep up with. Most digital campaigns that attempt to explain the Union Budget use static visuals or talking head videos on social media.
The sounds of the budget campaign opts for a more compelling route by taking real-time updates from the finance minister’s announcements and transforming them into short-form rap songs with easy-to-understand lyrics, all crafted with the assistance of generative AI.
DBS Bank India, managing director and head of consumer banking group Prashant Joshi, said, “As a different kind of bank we value an unconventional approach and the fact that the ‘Sounds of the Budget’ campaign is in its fifth year is testament to how well it has been working. This year we are taking it up a notch with the help of Gen AI to create music and lyrics in real time that help explain Budget updates in a simplified, yet relatable manner. This allows us to leverage the topicality better and spark more interest on important topics, while fostering financial literacy. Through this campaign our purpose is to equip our customers with the knowledge and tools they need to achieve their financial goals.”
Speaking about the campaign, FCB Interface chief creative officer Rakesh Menon, said , “The ‘Sounds of Budget’ is a unique campaign that uses the fusion of two seemingly disparate areas such as finance and music, to bring about a creative product that will hopefully capture an audience set known for their short attention spans. It underlines the fact that DBS Bank India is committed to pushing the envelope and experimenting with new formats to cut through the clutter and connect with their target user in a language they understand and enjoy.”
Agency: FCB Interface
Brand: DBS Bank
chief operating officer: Gaurav Dudeja
chief creative officer: Rakesh Menon
executive vice president: Ruchita Purohit
creative team: Maithili Mullick, Darryl Vaz, Ayush Gupta, Aaresh Sethna, Arushi Khandelwal, Freya Dholakia
account management: Pooja Mhatre, Surabhi Upadhyay
brand team : Akash Deep Batra , Megha Manchanda, Richa Kamat, Sayali Gaikwad, Mohit Mantri
Link to the tracks https://www.instagram.com/digibankindia/
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.
