Ad Campaigns
ICICI Prudential launches “Whats Your Number” Campaign.
MUMBAI: ICICI Prudential Mutual Fund has launched a new campaign ‘Whats your number’. ICICI claims that it has designed the campaign to fulfil the target audience’s goals and dreams within a time frame. The brand says that everyone has goals or dreams in their life, be it buying a house, creating a corpus for their retirement or for their child’s higher education. All these goals or dreams have a number. This number is the financial value of their goal or dream. The ad focuses on the finite time people have to achieve their dreams.
‘Whats your number’ is a print ad that asks a question to the consumer “What’s Your Number?” The visual of “Starting SIP Amount/Month” helps the consumer understand that he can start with a small amount which will not burden his current lifestyle. Further in a period of ’20 years’ he can accumulate a sizeable amount.
The creative gives an example across three amounts viz. Rs.1 Crore, Rs.3 Crore and Rs.5 Crore. This helps the consumer gain a wider perspective of how much he would need to invest now, in order to reach a higher amount in the future. It is also very important for the consumer to note that he needs to TOP-UP his SIP annually and it is through this SIP TOP-UP he would be able to achieve his number and thereby his life-goal or dream.
The lead medium for this campaign is print with all editions of TOI and ET, and has a regional boost through Maharashtra Times, Vijay Karnataka and NavBharat Times. This campaign has further been amplified on-ground through collaterals, one-pager and a SIP TOP-UP calculator and on digital media through display advertising, search marketing, email marketing and social media.
www.iciciprumf.com features this campaign on its home-page which links to a SIP TOP-UP calculator that gives the customer the power to calculate his number and gain a deeper understanding of how he could go about achieving it. In order to seed the thought further, the campaign will also go live on our customer experience touch-points such as IVR, SIP Renewal Forms etc.
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.
