MAM
ETMONEY announces the launch of ‘Aapki Jeb Hith Mein Jaari’ Campaign to advocate for rational shopping ahead of mega sale season
New Delhi: With the bumper sale season just around the corner, and Indian retailers and e-commerce platforms bracing for a quarter of unbridled retail trade, the country's largest integrated personal finance platform, ETMONEY, has rolled out its brand campaign that advocates for a more deliberate and rational shopping spree in a tongue-in-cheek manner by presenting a quirky take on the tittle-tattle your impulse buys may be having about you behind your back if they were alive.
The ‘Aapki Jeb Hith Mein Jaari’ campaign’s brand films revolve around relatable slices of our daily lives, highlighting how we often end up hoarding multiple products – whether its desirable tech products or fancy shoes even when we may not need them. The films lend quirky voices and characters to each product, where they are seen lamenting about how their owner never cared to use them. The launch film is about a shoe-rack where a seemingly fresh pair of shoes are replaced by yet another new buy, and the earlier inhabitants sharing a word about how they were there only because they were available as ‘online deals’ and grieved about how they never quite fulfilled their life's purpose – whether be it a pair of boots for the Ladakh Trip, or the sleek pair of Trainers for the active gym sessions. In the second film, an individual's drawer invites a new guest – a pair of Bluetooth Earphones, and the existing inmates bully him about the futility of its existence now that it’ll be collecting dust in the same drawer forever. The campaign conceptualized by DAIKO FHO and produced by Cellar Door in partnership with the ETMONEY marketing team led by COO Santosh Navlani.
Mukesh Kalra, Founder & CEO – ETMONEY said, “The ongoing sale season is an exciting time for both retailers and consumers across the country. Unfortunately, it's also a time that brings out our wasteful tendencies, wherein we often go overboard with our retail therapy without realising it. ETMONEY’s ‘Aapki Jeb Hith Mein Jaari’ campaign is aimed at nudging people to be mindful of their spending behavior during the retail extravaganza.”
“ETMONEY as a brand is about being smart with your money. The fact of the matter is that even though we may be careful when it comes to investing, but the moment a sale comes up we let go of all caution. We used this as an insight to develop a campaign based on the POV of these products and creates a humorous interplay that reflects the pitfalls of senseless spending that we all indulge in enamored by discounts and cashback. The idea is to send a clarion call to all impulsive buyers to consider the welfare of their pockets.” Devdas Nair, Creative Director, DAIKO FHO said.
Credit roll:
Shivanand Mohanty, Creative Partner, DAIKO FHO
Devdas R Nair, Creative Director, DAIKO FHO
Anisha Mann, Associate Account Director, DAIKO FHO
Rishav Rastogi –Director – Cellar Door
Sourav Bangotra – Cellar Door
MAM
Ad:tech honours 2026: Full list of winners announced
Expanded awards spotlight winners across 22 categories as industry doubles down on intelligent automation
NEW DELHI: Marketing’s tech elite took the spotlight as the ad:tech honours 2026 returned with a sharper focus on AI, data and immersive media, signalling how deeply technology now underpins brand strategy. Held at Yashobhoomi on March 17, the second edition drew industry leaders to celebrate innovation that is reshaping engagement and performance.
Presented with the International Advertising Association India chapter and new partner Huella, the awards expanded from 8 to 22 categories, tracking the rapid convergence of creativity, automation and analytics.
The winners’ list reads like a snapshot of marketing’s future. In affiliate and partner marketing, Lyxel & Flamingo – Boat and Paytm Ads – Giva took silver. Mobavenue Media Private Limited struck gold in AI-driven dynamic creative optimisation, alongside a silver for Laqshya Media Limited.
Creative AI collaboration saw Rediffusion Brand Solutions Private Limited win gold, with Saltinc Consulting Private Limited securing silver. Laqshya Media Limited continued its strong run, taking gold in AI conversation agents and adding multiple wins across categories, including silver in GenAI-led creative and both gold and silver in interactive DOOH campaigns for Tanishq and Tata Coffee.
Predictive AI honours went to Strong Metrics and Tyroo, both silver, while Orient Bell Limited picked up silver in immersive retail tech. In GenAI-led creative, Laqshya Media Limited, Salt – Kotak and Sumimoto each secured silver, reflecting the crowded race in generative creativity.
Publicis bagged silver in influencer management and gold in performance marketing, where it shared the stage with Arm Worldwide and The Trade Desk, both silver. Glad U Came Private Limited stood out with gold in influencer measurement and analytics.
Marketing automation saw CereOne Media Pvt. Ltd. and Globale Media win silver, while ADMOTT Private Limited claimed silver in OTT innovation.
Programmatic media categories highlighted the shift to advanced targeting and connected screens. Mobavenue Media Private Limited clinched gold in connected TV advertising, with Animmoov Digital Media Pvt Ltd – Asus and Lyxel and Flamingo taking silver. Cheggout Services Private Limited won silver in retail media advertising, while Paytm Ads – Versuni secured gold.
On social platforms, Vayner Media India took gold in community and UGC engagement, with Under 25 – Oppo winning silver. Segumento rounded off the list with silver in the innovation category.
Jaswant Singh, country managing director at ad:tech India, underscored the momentum, saying generative AI and data-driven decision-making are now central to marketing impact. Neena Dasgupta, IAA mancom member and chief executive and founder at The Salt Inc Consulting, added that the awards celebrate not just technology, but “the people, the creativity, and the relentless effort behind it.”
Backed by Comexposium Group, ad:tech New Delhi has long tracked digital disruption. Now, with the honours, it is rewarding those who are not just adapting to change but engineering it.
In an industry racing towards automation, the message from 2026 is unmistakable. The future of marketing will be written not just in ideas, but in algorithms.
