Ad Campaigns
ICICI launches campaign to promote iMobile app
MUMBAI: ICICI Bank has started new promotions for its app iMobile. Ogilvy has brought this proposition alive with a campaign titled, ‘Ek App mein poora bank’ (Your bank in an app).
Ogilvy has created five different films, each highlighting one feature of the app. The creative was strategically planned to grab and hold the viewer’s attention long enough to convey the message. This is why the films chose the short format approach. Another first for ICICI was the use of humour in a campaign for a banking product.
Ogilvy senior executive creative director Zenobia Pithawalla said, “ICICI Bank’s every attempt is to make banking a pleasurable experience for its customers. The two protagonists in the films bring alive the ease of use, convenience and effortlessness of this product in a light hearted and humorous manner reiterating the joy of banking with ICICI Bank.”
Ogilvy senior vice president Walter Noronha says, “Our aim was to communicate all products and services in one app, with a view to cross-sell the multitude of offerings by the bank and drive the brand experience further.”
The iMobile app is one of the highest rated apps on Google Play Store and has become the top-rated mobile banking app in the country. Adding to that, for the last three years, The Forrester Banking WaveTM has been recognising ICICI Bank’s efforts in providing cutting edge mobile banking services and recognised ICICI Bank iMobile app as ‘India’s Best Mobile Banking Experience’ in 2018.
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.
