Ad Campaigns
SBI & FCB Kinnect make loans a source of festive joy
Mumbai: While consumers often enjoy making lifestyle upgrades during the festive season, the idea of taking a loan can be daunting. To change this perception, SBI, India’s largest public sector bank, has launched the ‘Celebrations Unlimited’ campaign, celebrating Indian consumers making significant purchases during the festivities.
Conceptualized by FCB Kinnect, the campaign highlights SBI’s multi-loan offerings — car loan, gold loan, personal loan, and loan against Mutual Funds—that can enhance celebrations. Instead of a serious finance message, the campaign uses humor to show that taking a loan can be a cause for celebration, connecting with potential customers and positioning SBI as a preferred choice for festive loans.
SBI DMD (retail – PB & RE) G. S. Rana said, “We’re not just offering loans, we’re empowering people to achieve their dreams. Festivities make even the smallest celebrations more joyful, and with the offerings we have, there’s no reason why loans can’t be celebrated as well.”
FCB Kinnect & FCB/SIX India CCO Neville Shah added, “This is the time where you bring new joy into your life. Why let anything stand in the way, especially when the product is here to make it happen? So why not celebrate it? That’s exactly what we did.”
FCB Kinnect & FCB/SIX India CEO Rohan Mehta said, “Relatability fosters a sense of connection and draws people closer to the brand. Many individuals share similar feelings about taking out a loan. FCB Kinnect has once again demonstrated how a simple insight can transform into a powerful creative idea that truly resonates.”
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.
