Ad Campaigns
RBL Bank launches #FurtherAndBeyond campaign with IndianOil and Mastercard
Mumbai: RBL Bank, in partnership with IndianOil and powered by Mastercard, launched the IndianOil RBL Bank XTRA credit card, accompanied by the ground-breaking #FurtherAndBeyond campaign. This initiative is designed to position the card as a champion of mobility, addressing the challenges of rising fuel costs that impact daily commutes and occasional getaways. The card targets individuals who are constantly on the move and seeking new experiences, presenting itself as an enabler for worry-free travel.
What sets this launch apart within the BFSI (banking, financial services, and insurance) sector is its innovative approach to blending financial services with experiential marketing. The campaign’s theme, ‘Further & Beyond,’ embodies the spirit of exploration and pushing boundaries. To promote the card, social media influencers known for their passion for travel, embarked on a thrilling 750 km road trip from Chandigarh to Leh-Ladakh, documenting their journey and showcasing the card’s real-time benefits at various petrol stations and pit stops. The journey was extensively documented and shared on social media, showcasing the card’s real-time benefits and its role in enhancing the travel experience. So far, over 150 plus content pieces have been created, reaching an audience of 20 million as part of this campaign.
The one-of-its-kind launch event, set against the stunning backdrop of the Himalayas, embodied the theme of exploration and discovery. The celebration featured traditional Ladakhi performances that enriched the experience by immersing attendees in the region’s vibrant cultural heritage. Leaders from RBL Bank, IndianOil, and Mastercard elaborated on the card’s vision and inspiration. The grand unveiling of the card, inspired by the symbolic significance of Buddhist prayer wheels, underscored themes of prosperity and new beginnings.
This spectacular product launch serves as a reminder of how the card is always ready to fuel your next journey with significant cashbacks and benefits, turning each ride into an adventure. The #FurtherAndBeyond campaign reflects the bank’s dedication to unveiling new travel possibilities and rewards. This initiative reaffirms their commitment to innovation, inspiring the spirit of freedom and exploration to chase new horizons.
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.
