Ad Campaigns
Rupeek unveils new TVC featuring Manoj Bajpayee and Priyamani
Mumbai: Fintech platform Rupeek has launched its first integrated brand campaign featuring “The Family Man” fame actors Manoj Bajpayee and Priyamani. Conceived by The Womb, the ad spot shows how the platform aims to solve the usual credit pain points with its hassle-free doorstep gold loan offering.
The film depicts the actors walking into an establishment to apply for a gold loan where they run into several hurdles. Then they are introduced to Rupeek where they can schedule an appointment using the app, get their gold measured and avail credit- all at the convenience of their home.
“With the majority of India’s population having no access to formal credit, there is a huge potential for asset-backed lending such as online gold loans,” said Rupeek SVP- marketing and digital Shalabh Atray. “I am happy and excited to have both Manoj and Priyamani on board for our campaign and convey Rupeek’s vision to the Indian households. We believe that it is the right time for the narrative of gold loans in India to evolve and align with aspirations of the evolving Indian.”
“It is wonderful to see how young entrepreneurs and companies are addressing the issues that are deeply penetrated in our society,” said Manoj Bajpayee speaking on the brand association. “Through this film, we have tried to break the stigma associated with gold loans and convey a deeper message on the potential of gold loans to make people feel empowered during challenging times.”
“Gold is the most celebrated asset in our country, yet people continue to undermine its potential, especially in tiding through financial exigencies. COVID-19 has been an eye-opener in many ways for the common man and with a trusted brand like Rupeek, I am certain people will start acknowledging the benefits of hassle-free and safe doorstep gold loans,” added Priyamani.
Through its trusted relationship with lending partners, Rupeek claims to offer online gold loans to its customers with minimal documentation and low-interest rates.
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.
