Ad Campaigns
Paisalo Digital Ltd marks 77th Independence day with ‘Ab Rukna Nahi’ campaign
Mumbai: As India celebrates its 77th Independence Day, Paisalo Digital Ltd proudly unveils its latest campaign, ‘Ab Rukna Nahi.’ This innovative campaign is poised to rejuvenate hope and ignite a growth mindset, inspiring individuals to transcend limits and succeed in their own line of work. Celebrating the action-oriented spirit of Indians, this groundbreaking campaign cultivates a mindset of self-reliance, urging Indians to wholeheartedly embrace their potential to the fullest. Paisalo reveals that they wish to empower their customers through both means (extend credit), communication and initiatives. The brand introduces a captivating campaign film that highlights the core motivation behind success, i.e., to keep taking action.
To celebrate 77th Independence Day, Paisalo Digital Ltd took a proactive step by introducing an initiative that aims at boosting women employment across India. To do so, the brand is offering special assistance and added benefits to the first 77 women who apply to become a Paisalo customer service provider (CSP) across India. These women will be trained in offering banking services, provide financial literacy and financial inclusion in the country. This strategic move stands as a testament to the company’s commitment to championing and empowering women, encapsulating the spirit of the campaign.
Talking about the campaign, Paisalo Digital Ltd VP marketing Nishtha Sharma shared, “Paisalo embodies the spirit of Indians who are known for their resilience and relentless pursuit of progress. Confronting challenges head-on and reshaping outcomes, the ‘Ab Rukna Nahi’ campaign pays homage to this action-oriented ethos and spirit that defines Indians. To nurture a growth mindset, our mission at Paisalo is to empower Indians through credit that drives awareness, accessibility and affordability, alongside nationwide communication and education initiatives.”
Paisalo Digital Ltd’s initiatives have fostered an overwhelmingly positive impact, with a large proportion of customers being women. This signifies a solid groundwork for inclusive and equitable financial practices in India. Additionally, the business correspondent model initiative stands out as a powerful driver of financial inclusivity under RBI and government of India’s aim to generate self-employment and credit opportunities within marginalised communities.
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.
