Ad Campaigns
Times Network supports less-cash economy with ‘Remonetise India’
MUMBAI: Keeping in view the current economic revolution in India, Times Network has announced the launch of a nationwide initiative urging Indians to mark the next step forward from demonetization and pledge for growth – ‘Remonetise India’ at an event held in Delhi. The movement seeks to encourage people to spend, enable them digitally, use less-cash and work to partner in India’s growth.
The movement was set in motion with a welcome address by Times Network MD and CEO M K Anand followed by a panel discussion hosted by ET Now News chief editor Supriya Shrinate and comprising of eminent panelist that included IDFC Bank MD and CEO Dr. Rajiv Lall, Maruti Suzuki chairman RC Bhargava, Chairman, Paytm founder and CEO Vijay Shekhar Sharma and Centre for Policy Research senior fellow Dr. Rajiv Kumar.
Anand said, “India is coming to terms with one of the most revolutionary economic reforms that has taken place in the history of this country. From standing in ATM queues to spending and investing back in the economy, the narrative of demonetisation needs to change from its current sentiment towards a movement that brings the economy back on track. We at Times Network take immense pride in announcing this nationwide initiative that will help educate our audience base of 10 crore Indians every month. The subject of the talk will be on how remonetisation and India’s transition to a digital less-cash economy can help India achieve significant growth, and how the citizens can contribute to the same.”
Post the panel discussion, Minister of State (IC) for Power, Coal, New and Renewable Piyush Goyal, gave the key note address and unveiled the ‘Remonetise India’ logo after taking the pledge (enclosed below) in support of the movement. He said, “I would like to thank Times Network for taking up this cause and supporting the government in its move to Remonetise India. I urge the citizens of our country and various stakeholders to join this movement and support the government in its future endeavours.”
In support of the movement and as a part of its own contribution to the goals, Times Network will conduct several on-ground activities like Aadhar camps, investor camps and cashless festivals apart from a robust degree campaign approach that will involve various channels of communication including on-air, digital and social media promotions.
Campaign Manifesto:
We pledge,
To rise and protect,
the world’s fastest growing economy.
To stop doubting and start acting.
We pledge,
To spend now to revive demand, and India’s markets.
To help workers keep their jobs,
farmers sell their produce.
We pledge,
To teach and bring
those around us into digitization.
To help fellow citizens
participate in our New Economy.
We pledge,
To use less cash,
To make it available for those more needy in our villages,
To bring more activities into the formal economy.
We pledge to Remonetise India.
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.
