Ad Campaigns
ESAF launches ‘The Power to Dream Bigger’ campaign
Mumbai: ESAF Small Finance Bank has launched an inspiring new brand campaign, “The Power to Dream Bigger,” aimed at showcasing how the bank expands the chain of joy by empowering the customers especially women from the lowest ebb to the highest.
Notably, the bank has played a significant role in fostering women empowerment through its branch functions, showcasing its dedication to supporting and uplifting women in various spheres of life.
The campaign, which is a result of a customer study conducted in Kochi, Chennai, and Mumbai, highlights the bank’s commitment to meeting the needs of its customers across segments. In a broader sense, the campaign tries to communicate how the innovative products and services of the bank bridge the gap between the haves and the have-nots.
By emphasising the bank’s role in transforming dreams into reality, the campaign aims to resonate with a broad audience, establishing ESAF Bank as a financial partner that joyfully fosters prosperity.
Conceptualised by FCB Interface, Kochi, the campaign’s centrepiece is a vibrant TVC that communicates the concept of the chain of financial support the bank provides, cutting across segments. The brand campaign was followed by two product campaigns of FD and gold loan under the same umbrella – the power to dream bigger, as each product is designed to meet the brand objectives.
ESAF Small Finance Bank EVP George Thomas said “The TV campaign is supported by a 360-degree initiative through print, radio, and online platforms. Plans for outdoor campaigns are also on the anvil. The brand campaign along with the two product campaigns under the same umbrella adds meaning to the initiative. Also, it underscores the fact that ESAF is not just a bank it’s a partner in converting its customers’ dreams into reality.”
ESAF Small Finance Bank VP- head, branding & communications Sony V Mathew explained, “The campaign is the result of a study the agency conducted in three of our prime markets. Also, it is a new communication strategy that gives more meaning to our positioning, the joy of banking. We feel there is no better way to manifest the joy of banking than the chain of joy.
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.
