Ad Campaigns
PayPal India launches ‘Ab Diwali 365 days wali’ consumer campaign
MUMBAI: PayPal India, today, launched its second marketing campaign themed – ‘Ab Diwali 365 days wali’. The campaign is built on the core consumer insight that festivities and shopping doesn’t need to have a season. It aligns with PayPal’s focus on becoming an everyday part of a consumer’s life. The digital-led campaign will run across platforms targeting global Indians.
Diwali traditionally marks the start of all good things and the core idea of this campaign is to have the celebrations continue through the year with PayPal. With the “Ab Diwali 365 days wali” campaign, PayPal wishes to establish how consumers can enjoy the festive benefits through the year.
With 8 contextual videos across food, fashion, travel, entertainment and health, the campaign banks on influencers across these verticals in slick bumper ads and 30-seconder formats.
For the first time, PayPal will partner with social media influencers including Chef Ranveer Brar, Gopal Datt, Malhaar Rathod and Aditi Shetty. The creative duties for the campaign are being managed by Tonic Worldwide.
Consumers using PayPal for their Diwali purchases across food, travel, entertainment, health and fashion merchants will be able to avail the benefits of their purchases through the year.
PayPal launched domestic operations in 2018 and has taken a sector-driven approach to drive customer adoption.
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.
