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
Digital
Google partners with Adani and Airtel to build India’s largest AI data centre
The three-campus complex, built with Adani and Airtel, is India’s largest-ever technology infrastructure investment
Visakhapatnam: Google has broken ground on what it is billing as India’s largest-ever technology infrastructure project: a gigawatt-scale artificial intelligence hub in Visakhapatnam, Andhra Pradesh, built in partnership with AdaniConneX and Nxtra by Airtel. The ceremony at Tarluvada on 28th April marked the start of construction on a three-campus data centre complex that sits at the heart of a $15 billion investment Google has committed to deploying across India between 2026 and 2030.
The numbers are staggering by any measure. Nearly 1 gigawatt of compute capacity at a single location, three data centre campuses, a fibre-optic expansion under the America-India Connect initiative, and a long-term clean energy strategy designed to feed new renewable supply into the national grid. Google says the project will help India hit its target of 500 gigawatts of non-fossil fuel capacity by 2030 while delivering the high-performance, low-latency infrastructure that businesses need to build and scale AI-powered services.
The groundbreaking drew a formidable gathering of political and corporate India. Union minister for information technology Ashwini Vaishnaw, Andhra Pradesh chief minister N. Chandrababu Naidu and state IT minister Nara Lokesh attended alongside Google Cloud chief executive Thomas Kurian, Adani Group directors Karan Adani and Jeet Adani, and Bharti Enterprises vice chairman Rakesh Mittal.
Vaishnaw framed the project in terms of national ambition. “The India AI hub and three subsea cables landing in Visakhapatnam will become very important infrastructure for the country’s journey forward,” he said, adding his thanks to Google for its “continued trust in India.” Naidu was equally bullish, describing Andhra Pradesh as “India’s premier investment destination” and the Vizag hub as a cornerstone of the state’s technology corridor. “Our vision goes beyond attracting investment,” he said. “We want local talent, startups, and enterprises to become active partners in this technology-driven growth story.”
Kurian called the groundbreaking “a powerful realization of our shared vision with the Indian government, and an inflection point for the country’s AI-native future.” Jeet Adani was characteristically direct: “When energy becomes more affordable and increasingly powered by clean sources, intelligence becomes more accessible, and that is how India will lead the next phase of digital growth.” Gopal Vittal, executive vice chairman of Bharti Airtel, said the full stack of data centres, green power, pan-India fibre and a next-generation cable landing station would enable “large-scale, world-class AI infrastructure in Vizag.”
The project was first announced in October 2025. AdaniConneX and Nxtra by Airtel will lead construction of the data centre buildings and connecting infrastructure, with Google deploying its AI capabilities on top.
Beyond the hardware, Google has announced a substantial package of community programmes. On water, it is partnering with Sponge Collaborative on a watershed management plan linking coastal ecosystem restoration with clean drinking water systems, including reverse osmosis plants and Water ATMs, for local residents. On livelihoods, a tie-up with the Sambhav Foundation will equip more than 1,000 fisherfolk with GPS navigation, weather-forecasting tools, cold-chain management training and UPI-based financial literacy. The Google Udaan India Fund, run through ChangeX, will provide direct grants to local schools and social enterprises for AI skilling labs and digital literacy programmes. The NARI Shakti programme, developed with the Learning Links Foundation, will support more than 10,000 women entrepreneurs from low-income backgrounds in building micro-enterprises. The Skills Trade and Readiness programme will prepare more than 1,000 local workers for construction, welding and facility operations roles, while a parallel tie-up with ICT Academy will train more than 1,200 students and educators in cloud computing and generative AI.
The groundbreaking was accompanied by the Bharat AI Shakti Conclave, a conference organised with the Andhra Pradesh government and Nara Lokesh, bringing together suppliers, industry partners and infrastructure firms to map how Google’s anchor investment can be turned into a broader economic value chain for the region. The conclave’s central theme was building an AI industrial corridor, with a local-first procurement approach and the integration of regional small and medium enterprises into Google’s global operational frameworks.
Every major technology company in the world has been courting India. What sets Vizag apart is the sheer scale of the commitment and the deliberate effort to build an industrial ecosystem around it rather than simply plant servers in a field. Google is not just betting on India’s digital future; it is trying to build the factory floor on which that future gets made. Whether the $15 billion translates into genuine local opportunity, or merely into an impressive data centre humming quietly on the Andhra Pradesh coast, will depend on whether those community programmes prove as durable as the hardware. The groundbreaking, as ever, is the easy part.
