Ad Campaigns
Fibe unveils #BasBahane campaign
Mumbai: “Mujhe beach pe chappal ghum hone ka trauma hai”, “Tum logon ne jo hotel book kiya hai uska vaastu galat hai”, “I need to save for my favourite sneakers. Trip kiya toh sneakers bhul jao” are some Bahanas all of us make in our daily lives to back out of social gatherings and holidays. Recognizing the challenges that festivities and year-end parties pose on finances, leaving individuals to conjure up excuses and appear like a reluctant partygoer, Fibe launched an exciting campaign #BasBahane.
The campaign aims to enhance brand recall for Fibe among individuals, reminding them of the instant personal loan offerings they can access and not back out of any plans due to financial crunch.
As part of the campaign, Fibe has collaborated with Swiggy Instamart to deliver ‘Ab Tak Chappan: The Bahana Guide’ along with every order by individuals across Mumbai, Bengaluru, Hyderabad, NCR, Pune and Chandigarh. The concise handbook comprises 56 creative excuses to avoid plans and trips with friends. In order to encourage users to participate in the campaign, Fibe will give a lucrative cash prize to an individual who makes the most creative 57th excuse and shares it on social media.
Besides, Fibe has also collaborated with over 25 digital influencers to further amplify this campaign.
Commenting on this campaign, Fibe founding member and head of marketing Sudesh Shetty said, “#BasBahane is not just a campaign; it is a journey where financial empowerment meets creativity. At Fibe, we don’t just offer financial aid to individuals, but ensure that no individual compromises on their aspirations and lifestyle. We keep finding creative ways to communicate our brand’s key proposition to our audience. This is yet another ‘out-of-the-box’ campaign to remind individuals that with Fibe’s instant personal loans, they can say ‘yes’ to every plan without holding back.”
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.
