Ad Campaigns
Upstox announces ‘Iss Diwali, Kuch Naya’ campaign
Mumbai: Upstox has unviled its new brand campaign for Muhurat Trading, aimed at promoting equity participation this Diwali. Muhurat trading, a traditional practice in Indian markets during Diwali, symbolises wealth and prosperity. This year, Upstox encourages users to start a new tradition by investing in stocks, mutual funds, or Gold ETFs and MFs.
The campaign’s message, ‘Iss Diwali, Kuch Naya,’ emphasizes building new investment habits while respecting tradition. Through a story of a multigenerational family celebrating Diwali, Upstox illustrates how family traditions can expand to include investing together using the Upstox app.
Upstox co-founder Kavitha Subramanian said, “Muhurat trading has always been a significant tradition for the investor and trader community, symbolising the start of the new year. Through our latest campaign, we want to take this auspicious occasion a step ahead. We want to inspire every Indian, —whether a seasoned trader or a first-time investor—to strengthen their investment journey with ‘kuch naya’, fostering a legacy of financial security and prosperity for the future.”
Earlier this month, Upstox introduced new trading features powered by Tick-By-Tick data, branded as the ‘TBT Engine,’ aimed at providing retail traders with access comparable to institutional levels. Upstox seeks to boost trading participation this Diwali, enabling customers to have a more informed and efficient experience on its platform.
Upstox currently serves over 1.3 crore customers, 75 per cent of whom are millennials, with approximately 70 per cent being first-time investors, and 85 per cent of these from tier two and three cities. Adding around five lakh new customers each month, Upstox continues to support investors in building wealth and securing their financial futures for themselves and their families.
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.
