Ad Campaigns
Edelweiss Mutual Fund launches #AdviceZarooriHai campaign
MUMBAI: Edelweiss Mutual Fund launched a digital film focusing on the importance of right advice under the #AdviceZarooriHai campaign. The campaign idea stems from insights on women coaches in India, who fight a battle of their own against bias in a society that does not have many women coaches advising the champions of India.
As testimony, the campaign is centered on the story of Bhakti Sharma, an Indian girl who broke the world record in 2015 by swimming 2.25 km in the freezing waters of Antarctica. Bhakti owes and credits her success to her coach – Leena Sharma – also her mother, who continuously invested the right advice in her at every stage and pushed her to achieve many laurels. The story goes to prove that the right advice can have the voice of a woman as well.
Prior to this film, a series of digital films were launched across multiple events highlighting the importance of right advice in various aspects of life and in investing. Edelweiss Mutual Fund is promoting the campaign through digital & social media.
Most investors are not equipped to understand the various categories and kinds of mutual fund schemes/products. The cost of going wrong and the impact of the wrong choice on the investment portfolio may be higher than the cost of taking advice from an expert. Hence, the right advice is important to choose the right investment suitable to the investors' risk profile and goals.
Edelweiss Mutual Fund CEO Radhika Gupta expresses, “It is a known fact that countries with more women in the workforce are economically more prosperous and progressive. In fact, increasing labour force participation of women by 10 per cent in India can add more than 700 million to GDP by 2025. We are glad to partner with Bhakti Sharma and Leena Sharma and bring out stories like these which focuses on the impact women can have in the advisory field.”
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.
