Ad Campaigns
Payback adopts new brand positioning with ‘Nothing is pointless’ campaign
MUMBAI: Indian multi-brand loyalty programme Payback has launched a series of strategic initiatives to up its game as a loyalty programme market.
With its aim to revolutionise the way people shop in India, the programme has launched its new campaign with the tagline – Nothing is Pointless, through which shoppers will be rewarded for every transaction they make across categories.
The campaign has been launched on the digital and radio platforms.
Payback India CEO and MD Rahul Rana said, “With our new strategy and brand positioning we are aligning ourselves with the changing global marketplace and our customers’ evolving needs to drive payback program forward. We’re constantly making things better, faster, smarter and more rewarding.”
In order to cater to growing trend of e-commerce and m-commerce, Payback’s new campaign highlights its revamped mobile app, which offers 24X7 marketing solutions to provide a hassle free shopping experience to its consumers at a click of a button.
The brand has also revamped its portal by developing a more interactive interface. The portal enables easy shopping with over one lakh products to choose from. It gives an opportunity to its customers to browse through Payback Infinity, an extensive reward catalog and redeem points against products. It also gives an option to choose to partly pay by cash and points in case short of points.
As part of their new brand position Payback Bingo, their price comparison engine enables its members to compare prices of the products of their choice across leading online shops and buy them at the best price while earning Payback points on every online purchase.
“The new brand thought comes as a logical next step in Payback’s brand evolution journe,” said Payback India CMO Gaurav Khurana.
“While we continue to be committed to making every customer interaction a rewarding experience; this brand thought marries the core Payback product proposition with the evolving customer need for getting more for every transaction. As a part of our strategy, social media has played and will continue to play a significant role for us. We unveiled this campaign with ‘Point Kya Hai’ as pre-launch and then transformed to Nothing is Pointless,” he added.
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.
