Ad Campaigns
Digital Lending Startup, RING, launches new campaign
Mumbai: RING, the consumer-first digital payment app from the founders of Kissht, launched its latest marketing campaign: “Sapnon ko RING karo”. The digital video campaign (DVC) adopts a direct approach towards resonating with Gen-Z and millennials through a catchy rap. The video focuses on the multifaceted personalities of the new age generation who are breaking norms while being financially independent. RING weaves in the messaging of how the brand is making their dreams come true by empowering them to make quick financial decisions and take a steep dive towards their future. The DVC is expected to create a lasting impression among its core target audience, building on the recent success of its Women’s Day campaign: “Desh ka Aina- Life in her pocket”
“Sapno ko RING karo” is designed to create a positive perception of credit in India, and fuel independence among the ambitious population of India. The context of the narrative is set at the very beginning with the message, “The story of the young, the restless, the dreamers, and the doers”. The video then follows a neon aesthetic set to a Hindi rap tempo, interspaced with short recreations of real success stories of Gen-Z and Millennials from diverse backgrounds. A total of six stories are depicted, including a chemical engineer who is an aspiring writer, a college dropout who is an aspiring chef, a call-centre agent, a techie who is a travel blogger, a nurse who is a rapper, and someone who is still figuring out what to do. The tone of these short story segments is kept more affectionate yet fun, and most importantly, relatable; allowing viewers to connect more closely with these individuals.
RING’s borrower profile has revealed that Gen-Z and millennials are not risk averse and have adopted credit positively to fulfil their needs and wants. The DVC encourage the generation to trust in their own skills and passion rather than sticking to the beaten path. The very first line of the DVC strikes a chord with the young aspirational class and echoes in their mind with “We Dream, We Believe, We Hustle”.
Shwetha Iyer said, “We are thrilled to announce our latest campaign, Sapno ko RING karo. We pride ourselves on understanding our customers deeply and this video is intended to capture the aspirations of the young and the restless. Fintech in India has come a long way in terms of making credit accessible to the underserved population, especially millennials who contributed to nearly 50 per cent of digital lending transactions in India. Through our customer surveys and VOCs, we hear heartening stories of how our loans have helped people. We wanted to bring these stories alive through a relatable, slice-of-life approach, depicted in an edgy manner”.
RING has maintained engagement with its users as a top priority since its founding in 2022. The Sapno ko RING karo campaign is just the latest effort in its continued commitment to connect, empower, and encourage the aspirational youth of India.
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.
