Ad Campaigns
dentsu X, Amnet launch India’s first Programmatic In-Read Audio campaign for AMFI
Mumbai: dentsu X, the integrated media specialist from the house of Dentsu Aegis Network (DAN), has joined hands with the Group’s programmatic expert, Amnet, to launch India’s first ever In-Read Audio campaign for The Association of Mutual Funds in India (AMFI).
The campaign, titled #Mutualfundsahihai, has been executed in collaboration with Rappio, a digital audio advertising platform, to raise awareness on mutual fund investments in India. For the record, Rappio offers advertisers and brands a targeted advertising platform to reach mobile consumers through audio advertisements.
Targeted at male and female users in the age group of 35 to 44, the campaign uses a programmatic platform to deliver an audio ad along with a display banner in a user-initiated audio content. Here, when users click on the button ‘read article’, the article starts reading itself as an audio ad that plays along with the banner. The banner is stationed at the center of the article, when heard.
The campaign has already garnered 1.3 million impressions in its primary performance category – General News, Sports and Entertainment, with an 18% CTR (Click-through-Rate) and an LTR (Listen-through-Ratio) of 37%.
“Listening to music is a very personal and immersive experience. An advertisement which violates that space, can have a jarring impact on the listener. On the other hand, while listening to audio podcasts / news, a user is more open to receiving other information, if they are targeted correctly. Programmatic audio on non-music platforms helped us do exactly that – reach the right audience in the right frame of mind. The results are encouraging and have strengthened our belief in programmatic audio. We look forward to leverage this further”, comments Punit Dharamsi, Vice President – Marketing & Investor Education, Association of Mutual Funds in India (AMFI).
Commenting on the campaign, Divya Karani, CEO, dentsu X explained, “dentsu X believes in the power of experience over mere exposure. We design consumer-centric experiences basis data-driven insights. The growth in voice marketing in India is a testament to our consumers’ comfort and preference with auditory media. Harnessing the power of audio with programmatic, we took an innovative approach of embedding digital audio within our messaging on news partner platforms. This really paid off, with very encouraging results, proving the success of combining sensory cues strategically.”
Salil Shanker, Chief Operating Officer, Amnet India added, “Digital audio advertising in India is still very nascent. It has the potential to help brands and marketers grow when used with new-age voice assistant devices like Google assistant and Amazon Echo. With Rappio, we are bringing this innovation of Programmatic Audio by personalizing brand messages for a viewer which will be delivered at the right time and place via audio content, programmatically.”
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.
