Ad Campaigns
Hiring now: Why Fi wants a ‘Chief Broke Officer’
Mumbai: ‘Where did the money go?” We’ve all asked ourselves this question at some point or the other. We don't understand our money, where it goes, what to do with it or how to grow it. We run to our parents, chartered accountants, and anyone else willing to help us with it. We crib every tax season or every time we end up buying a mediocre financial product. Perhaps it's time to take charge of our money, and Fi – a fintech start-up targeted at millennials – claims to have the solution.
Fi has rolled out a first-of-its-kind consumer awareness campaign called ‘Chief Broke Officer’ on LinkedIn to help people manage their finances better. It is inviting applications through a LinkedIn post for the unique role of chief broke officer (CBO) where the only qualification that interested candidates need to have is a broken relationship with money.
CBO is a voluntary and virtual role introduced by Fi specifically to help people know, grow and organise their money. Applicants will get early access to the Fi app which comes with an in-built savings account and a full suite of cool features.
The company is looking for 21 CBOs through this campaign, each of whom will be paid to fix their broken relationship with money. The brand will match the CBO’s current salary and provide an extra month’s salary (up to Rs one lakh). The responsibilities of a CBO include opening a Fi savings account, testing Fi’s app and sharing feedback.
Fi CEO and co-founder Sujith Narayanan said, “The objective of introducing the role of chief broke officer was to call attention to our broken relationship with money. For us, it was also a way of introducing our features and waitlist to interested users. An unconventional approach but definitely one that helps both of us. You and Fi. We have received thousands of applications for the role so far and have noticed some interesting conversations on social media around the campaign.”
This fictitious job application is open to working professionals anywhere in India with up to 15 years of experience who are confused by financial jargon. Fi’s ideal CBO candidates need to be ‘active procrastinators’ about money matters, skilled in the art of working hard and spending harder and collaborative when it comes to handing over money decisions to family and friends.
Interested candidates who identify with the above job description can apply to be a CBO on fi.money/cbo and get screened for the role.
Link to original LinkedIn post- https://www.linkedin.com/posts/epifi_hiring-bankonfi-getbetterwithmoney-activity-6772752664854896640-rwGh
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.
