Ad Campaigns
Paytm’s latest campaign is all about treating women with respect
Mumbai: Paytm, mobile payments & financial services company has teamed up with Dentsu Impact – a dentsuMB company & the creative agency from dentsu India to roll out a thought-provoking campaign about treating women with respect.
The digital film released as part of the campaign drives the message, through a relatable scenario that women find themselves in during New Year parties. There are times, when random men try to buy unsolicited drinks for women – a practice often seen in bars and pubs. The new campaign offers a refreshing take on it, with a message on respecting women. The film also takes forward Paytm’s belief to be an enabler for women’s financial autonomy and builds on a similar social experiment film, launched by Dentsu Impact on Women’s Day in 2021 – The Divide.
With the onset of this campaign, Paytm sparks a conversation about rethinking what treating women with respect actually means through a day-to-day scenario. It also paves the way for women to be more in control of such difficult social situations while staying completely secure.
Dentsu Impact national creative director and managing partner Anupama Ramaswamy said, “Giving it back, by paying it back makes the intent of this campaign palpable for both women and men. The New Year campaign demonstrates how it pays to challenge the conventions of how we think of finance and gender. And any challenge to the traditional way of accepting things makes the brand and the message it conveys modern and aspirational, striking a chord especially with a younger generation.”
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.
