Ad Campaigns
EduFund launches “#BachaoAurPadhao” campaign
Mumbai: EduFund, India’s pioneering full stack product for education planning has launched the “Bachao Aur Padhao” campaign. This initiative aims to address the escalating costs of education in India and ensure affordable access to quality education for all families.
India’s education sector is experiencing rapid expansion yet it faces a formidable challenge: soaring education costs. With annual inflation rates in education ranging between 10-11 per cent, significantly outpacing wage increases, families aspiring for quality education are under increasing financial strain. This trend not only threatens the government’s ambitious education enrollment targets but also jeopardizes the sustainability of the educational growth trajectory.
The “Bachao Aur Padhao” campaign advocates for proactive measures to address these rising costs through dedicated education savings strategies. Costs at premier institutions like IIMs and IITs have surged by up to 147 per cent and nearly doubled for MBA and B.Tech programs, respectively, intensifying the affordability crisis. For households earning less than Rs 5 lakhs annually, these rising costs often result in higher dropout rates and heightened dependence on education loans.
“In a country like India, education provides the pathway to a better life. Educating parents on the need to financially plan and save is imperative, especially in the current landscape where fees threaten this pathway” said EduFund co-founder and CEO Eela Dubey. “Through initiatives like ‘Bachao Aur Padhao,’ we aim to promote strategic financial planning. Our hope is to make parents financially literate by teaching them how to invest and where to invest for this incredibly important goal. We want to make it less scary!”
As per research done by EduFund, mutual funds emerge as a practical solution for parents seeking to build substantial educational funds. Equity mutual funds, for example, have historically outperformed traditional savings instruments, offering a robust avenue for long-term wealth accumulation to fund education aspirations. Offering professional management, diversification, and potential for higher returns, mutual funds are well-suited for nurturing significant education savings over time.
This path breaking campaign by EduFund urges the government to facilitate goal-based investing in education by introducing tax incentives akin to successful international models such as the USA’s 529 plan and the UK’s Junior ISA. These incentives can incentivize parents to save for their children’s education systematically, reducing reliance on loans and ensuring equitable access to quality education nationwide.
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.
