Ad Campaigns
Spice Money & Religare broking launch new campaign ‘Demat Zaroori Hai’
Mumbai: The leading rural fintech company, Spice Money, has launched a digital TVC in partnership Religare Broking (RBL). The partnership aims to provide rural citizens with equitable access to investment opportunities, thus, taking a step further in bridging the rural-urban divide and augmenting financial inclusion.
The TVC highlights how rural citizens can get assistance to open a free of cost Religare demat accounts from their nearest merchant or kirana store served by Spice Money Adhikaris, and the importance of these accounts as a primary requisite for investments. The TVC, with its essence rooted in rural India, ties together the ground-level aspirations of a young Bharat, the ease of opening a demat account, and the many financial opportunities and resultant financial prosperity that a demat account can pave the way for.
The TVC showcases a discussion among three friends outside a local shop. It highlights one of the three as financially more aware, with the know-how of demat accounts and investment options. Through the discussion, he explains to the other two how investments are important and a demat account is a primary requirement before investing in market-linked opportunities. When the two friends ask how they can open a demat account, he points them towards the store behind them, run by a local Spice Money Adhikari who tells them how anyone can now open a Religare demat account, assisted by any Spice Money Adhikari, completely free of cost. The film concludes with the three friends talking about how with a plethora of investment options, a demat account is the best possible way to start the journey towards financial prosperity.
Speaking of this association, Spice Money SVP and head of marketing Kuldeep Pawar said, “Spice Money is dedicated to being a part of the journey of financial inclusion that the country has set upon. With the ten lakhs strong Spice Money Adhikari network serving more than 18,000 pincodes in India, we have now partnered with Religare Broking, one of the leading securities firms, to truly democratise the opportunity for investments. Our new digital TVC showcases this partnership and highlights how it will bring to the citizens of Bharat, a plethora of investment opportunities, hitherto available mostly to urban India, as we work towards our commitment in bridging the rural-urban divide.”
Religare Broking executive vice president of digital, product and marketing Ashley Almeida said, “We are delighted to join hands with Spice Money, a brand that has been leading the financial services revolution in rural India, to bring a diverse portfolio of investment opportunities to the last mile of the country. We firmly believe that this association will pave the way toward financial freedom for the rural citizens of India and contribute towards further financial inclusion.”
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.
