Ad Campaigns
South Indian Bank TVC shows how to safeguard your account
MUMBAI: South Indian Bank has launched a TV commercial to promote the Digital E-lock facility in the bank’s mobile app called SIB Mirror Plus.
It has been conceptualised and produced by Blackswan India and directed by co-founder Pradeep Menon.
Digital E-lock is a feature that lets South Indian Bank’s customers lock and unlock their accounts at the touch of a finger. Once the account is locked, all digital debit transactions will be blocked. ATM, PoS, internet banking and mobile banking transactions can be protected with Digital E-lock.
The film follows the conversations between a prudent father and his college-going son. The father is a no-nonsense man, serious about the safety of his family. He reminds his wife to turn off the burner of the gas stove and his son not to forget to lock his bike. The son playfully asks his father whether he has locked his bank account. He goes on to explain about the Digital E-lock feature and how accounts with SIB can be safeguarded.
“We wanted us to come up with a cost-effective TV commercial that drives home the E-lock feature in their app in a way that anyone with a smart phone can relate to,” said Blackswan India CEO Raman P Namboothiri.
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.
