Ad Campaigns
UGRO Capital doubles down on MSME pride with a bold new pledge: #BharosaMSMEpar
MUMBAI: Ugro Capital, the DataTech NBFC with MSMEs in its DNA, has launched a rallying cry for India’s small business backbone — and it’s asking the entire country to stand up and be counted. With #BharosaMSMEpar, Ugro is transforming last year’s popular ‘MSME Accha Hai!’ sentiment into a full-blown national movement.
At the heart of the campaign is a stirring AI-generated manifesto film that opens with: ‘Har gali, har sheher mein… ek sapna pal raha hai.’ This isn’t just a campaign — it’s a pledge of confidence, a digital pat on the back for India’s 6.3 crore micro, small, and medium enterprises.
In true Ugro style, the entire campaign — from the poetic script to its immersive soundscape — is crafted using generative AI. Viewers are invited to a slick microsite to sign a pledge, download a personalised e-certificate, and post it proudly across LinkedIn, Instagram, and Facebook. Meanwhile, a companion series of ‘Main MSME Hoon’ films gives voice to factories, kirana stores and workshops, highlighting their grit and drive.
The movement was unveiled on ‘The Simple Hai Show’ by Ugro Capital’s founder and managing director, Shachindra Nath, alongside Vivek Law, financial literacy evangelist and editor-in-chief at Simple Hai!, who also lent his voice to the AI-powered film.
To push the message into every mohalla and mandi, branded booths and screenings are travelling across India. On MSME Day, over 1,000 chartered accountants at the ICAI Varanasi MSME Mahotsav will add their names to the growing pledge list — part of UGRO’s plan to reach over a million Indians this month.
UGRO Capital head – marketing & corporate communications, Ankit Chothani said, “With #BharosaMSMEpar, we are turning belief into behaviour. ‘MSME Accha Hai’ gave India the emotion, today we invite every citizen to act on it. When you pledge, you stand with your neighbourhood shopkeeper, your local manufacturer, your community’s dreamer. You are not just clicking a button; you are supporting the vision of Atmanirbhar Bharat.”
With MSME Day as its launchpad and year-long activations planned, this campaign is more than just a moment. It’s a movement.
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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.
