Ad Campaigns
Equitas SFB cheers women entrepreneurs’ success this Uttarayan
Mumbai: Equitas small finance bank unveiled its new video in the ‘Circle of Life’ series showcasing the transformation of the life of a kite-maker from Gujarat.
The story of Equitas SFB’s customer and women entrepreneur Roshan Bibi, a kite-maker from Gujarat, showcases the role that the Bank played in her business success.
From struggling to make ends meet by selling 1,000 kites at Rs 13 at the start of her business 30 years ago, Ms. Bibi has not only expanded her business but also currently employs over 100 people.
Bibi received timely support in the form of a first loan of Rs 10,000 for boosting her business, and credits Equitas SFB for fuelling her business growth through timely loans. She attributes the trust reposed in her by the Bank and the ease of the processing to be the reasons for her continued association with the Bank over the years. Despite initial hardships, she increased her workforce and scaled her business further, and is proud of not only providing for her seven kids and their families but also building a better society.
“This Uttarayan, we decided to honour individuals who dream of soaring high, way above their hardships,” exclaimed Equitas SFB senior vice president & head – marketing Vignesh Murali. “Roshan Bibi’s story symbolizes hope and aspirations, reminding us that even the simplest of threads woven with hope and passion for 12 long months spread vibrant smiles in a three-day festival. Equitas SFB has always believed in giving back and we are, thus, proud to be a small but significant part of Roshan Bibi’s success. Her passion and resilience even after soaring high and falling low, like a kite inspires us, to support entrepreneurs who go through hardships but never give up. As a bank, we contribute to a better society and Roshan Bibi’s story not only showcases our support for entrepreneurship but also our commitment to go ‘Beyond Banking’.”
Equitas SFB’s ‘Circle of Life’ series glorifies the resilient and empowering stories of determined women entrepreneurs like Roshan Bibi. This series serves as a testament to the power of passion and dedication, and the resilience of local artisans.
The video debuts on 12 January, on Equitas Small Finance Bank’s social media platforms.
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.
