Ad Campaigns
INDmoney urges Indians to stop letting money sit idle in new campaign
Mumbai: INDmoney, one of India’s rapidly growing fintech platforms, launches a powerful new ad campaign titled ‘Apne Money Ko Khali Mat Bithao’ (Don’t let your money sit idle). Through a series of four engaging brand films, the campaign encourages viewers to actively manage their finances by investing and tracking their money smartly instead of letting it lie dormant.
Set in relatable environments like gyms, office cafeterias, and hallways, each short film tells the story of two characters: one, a savvy INDmoney user who confidently states, ‘Maine apne money ko kaam par laga dia hai’ (I’ve put my money to work), and the other, who realises their money has been ‘sleeping’. Enter INDman, INDmoney’s superhero, who playfully jolts Moneyman, the idle money symbol, into action, inspiring viewers to follow suit.
INDmoney, vice president & chief marketing officer, Ashish Arya said, “At INDmoney, our mission is to empower users to take control of their finances by simplifying investments through our one-stop platform. This brand campaign anchors on a simple yet powerful insight – we’re all caught in the daily grind to earn money, but we often overlook the fact that our hard-earned money is just sitting idle in bank accounts.”
He added, “By highlighting relatable, everyday scenarios, we aim to make personal finance simpler and more accessible, be it investing in Indian or US stocks, mutual funds, or seamlessly tracking finances on a single app. INDman embodies our mission to help everyone take control of their finances.”
Supari Studios, Director, Dipro Ghosal shared, “The concept behind these films is to communicate INDmoney’s message in an entertaining and relatable way. Through humour and everyday settings, we want INDman’s interactions to resonate with viewers, encouraging them to rethink their money management.”
Launching across digital and social platforms, this campaign aims to inspire Indians nationwide to take an active role in growing their wealth with INDmoney.
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.
