Ad Campaigns
Only Much Louder collaborates with Flipkart
Mumbai: Only Much Louder (OML), a market-leading, full-service creative and entertainment business network, has elevated urban commuting through an innovative campaign that offers auto rickshaw rides in Bengaluru for just ₹1. The initiative, which commenced on September 20, launched in collaboration with Flipkart UPI, is part of the highly anticipated Big Billion Days which kicked off yesterday, September 26th, 2024.
At the core of this campaign is the endeavor to simplify digital payments while alleviating the daily challenges faced by commuters during peak hours. The initiative aligns with Flipkart’s broader strategy towards customer-centricity by integrating its offerings into daily life aimed at positively influencing digital experiences for its user base.
Recognizing the challenges posed by Bengaluru’s congested traffic and the common preference among auto rickshaw drivers for cash payments, OML developed a comprehensive strategy to support Flipkart UPI in bridging this gap. The campaign was strategically launched across the city during peak office hours, where local auto-rickshaws were equipped with Flipkart’s UPI payment system. To incentivize its utilization, riders were offered up to ₹11 cashback on all UPI transactions, effectively promoting the adoption of digital payments for everyday transactions.
Pankaj Malani, SVP, Revenue at Only Much Louder said, “Navigating Bengaluru’s traffic during peak hours while finding auto rickshaws that accept digital payments can often feel like winning the lottery. Recognizing this need, we collaborated with Flipkart to ideate and craft this campaign by leveraging the platform’s UPI payment feature to showcase how Flipkart UPI enhances everyday experiences for commuters.”
The campaign kicked off with an engaging outdoor advertising blitz, featuring banners and witty copy strategically placed across key locations in Bengaluru. OML’s execution and tactics led to the campaign quickly gaining traction, trending at #2 on X (formerly known as Twitter) and attracting the attention of several influencers who helped amplify the excitement across social media.
This activity translated into a high volume of commuters taking advantage of the ₹1 auto rickshaw rides. Within a span of one hour, several rides were booked, reflecting how the initiative addressed two common issues: the difficulty of finding auto-rickshaws during peak office hours and the hassle of carrying cash. This campaign effectively solved daily commuting challenges while highlighting the ease and practicality of digital payments with Flipkart UPI.
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.
