Ad Campaigns
Protium celebrates International Women’s Day with #TakeTheLeapBeTheLeap campaign
Mumbai: Protium, an engineering-driven pan-India lending major, has launched its #TakeTheLeapBeTheLeap campaign to celebrate International Women’s Day and promote gender equity along with women empowerment.
The campaign’s primary goal is to motivate and empower female professionals while also advocating for greater industry support. Additionally, it seeks to raise awareness about prevalent health challenges faced by female professionals, stemming from various factors encountered in their day-to-day work life.
The campaign began with an insightful discussion focusing on PCOD, anemia, and thyroid issues led by Dr Krutika Ramdin, MBBS, DNB – Obstetrics & Gynaecology, a seasoned practitioner with four years of experience. The agenda was to have it as a reminder to check on these as a lot of factors lead to such problems, stress being one of it, greatly a part of working professionals. The session explored various health concerns affecting women, highlighting preventive measures they can adopt. Dr. Ramdin provided valuable insights and guidance on managing these conditions, empowering women to take proactive steps towards their health and well-being
Additionally, it featured a dynamic panel discussion titled “Women in Finance: Inclusivity and Prospects,” held at Protium’s headquarters in Mumbai. Industry experts Anshu Mohta, Snigdha Agarwal, and Yashasvi Jain, all managing directors overseeing various verticals within the company, shared their insights and experiences, making the discussion both enlightening and inspiring.
Protium MD – human capital Jasmine Bawa said, “Protium is committed to fostering an inclusive environment where women are not just supported, but empowered to thrive. Through tailored policies and ongoing campaigns, we strive to ensure every woman in our organization has opportunities and resources to excel and reach her full potential”.
Previously, Protium implemented six different policies tailored specifically to empower the female workforce, which have received widespread positive feedback and significantly impacted women at Protium.
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.
