Ad Campaigns
Upstox launches ‘Cut the Kit Kit’ campaign
Mumbai: Upstox, a trading and investment platform, has unveiled its innovative brand campaign, ‘Cut the Kit Kit, Get in the Market’. With this campaign, Upstox aims to help retail investors cut through the clutter, noise, and overload of information to invest right.
Through its research, Upstox has recognised that the journey to investment success is often cluttered with challenges – mis-selling financial products, misleading advice, information overload, and complex jargon. This can often lead to decisions that may not align with an individual’s financial goals.
For example, users often prioritise returns over essential risk and expense metrics when investing in mutual funds. Similarly, they might opt for a Rs. 1 crore term insurance plan without proper assessment, succumbing to a one-size-fits-all approach. Such practices result in poorly informed decisions, leading to underconfidence among investors. Recognising these challenges, Upstox has taken the initiative to handle the heavy lifting and complexities for its users. The company wants to “Cut the Kit-Kit” (noise) of the market and encourage users to start creating wealth by investing in what’s right for them.
To effectively communicate its message to investors, Upstox has launched a campaign film encapsulating the theme “Cut the Kit Kit, Get in the Market.” The film takes place in a theatre setting, where an individual expresses interest in mutual fund investing. This query triggers a cacophony of comical “kit kit” responses from others, symbolising the overwhelming banter and noise prevalent in the market. This noise serves as a metaphor for the confusion caused by the deluge of information available to investors. The plot progresses until the protagonist, initially bewildered by the array of advice, is introduced to the Upstox Mutual Fund interface. This moment marks a turning point, offering the protagonist—and, by extension, the viewer—clarity and simplicity in the investing process. Similarly, the second ad film features a salon situation, and the third film features a waiting area at a hospital.
The company is also planning to launch two more campaign videos over the next few weeks. The films will depict how people often struggle with the right information when it comes to investing, but with Upstox; users can cut to the chase and get the guidance that lets them Invest Right.
Speaking on the launch of the campaign, Upstox co-founder Kavitha Subramanian said, “India has traditionally been a nation of savers rather than investors. A significant barrier has been the lack of clear, accessible information, leading to poor investment decisions. Upstox’s mission is to empower every Indian with the right knowledge and tools to invest wisely across all asset classes, avoiding common pitfalls.”
Upstox has partnered with Lowe Lintas for conceptualisation of the campaign. The campaign spotlights Upstox’s robust platform offerings, including:
1 Curated top funds: A selection of mutual funds in popular categories, balancing returns and risk.
2 Goal-based investing: Personalised investment solutions tailored to individual life goals.
3 Informed stock choices: Features like analyst ratings and stocks smartlists guide users in making confident stock investments.
4 Diverse investment options: From Mutual Fund Baskets to Gold investments and Fixed Income opportunities, Upstox offers a wide range of investing avenues.
5 Simplified investing with SIPs: Systematic Investment Plans in Stocks, ETFs, and Mutual Funds for disciplined investing.
6 Comprehensive wealth tracking: The Wealth Tracker feature enables users to consolidate their financial portfolio by synchronising bank accounts, external stocks, and mutual funds, allowing for a unified view of all savings and investments on a single app.
With its platform, Upstox wants to help users cut through the market noise and make wise investing decisions and aims to transform into a holistic wealth creation platform with everything one needs to save, invest, trade, and build their wealth.
As the campaign rolls out across digital, TV and social media platforms, including a partnership with JioCinema and Star for the IPL, Upstox is set to reach audiences nationwide, from metros to Tier 3 cities. With over 1.3 crore customers, Upstox continues to innovate, offering ‘Invest’ and ‘Pro’ modes to cater to both novice investors and advanced traders.
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.
