iWorld
Tata Capital unveils new campaign promoting its offerings
Mumbai: Tata Capital has unveiled its integrated marketing campaign “Palak jhapkao, loan paao!” to promote its various loan offerings. The campaign has a series of short films themed around the digital, seamless, and quick loans offered by Tata Capital. The campaign went live on 9 November.
Designed by VISCOMM, the integrated marketing campaign will run across television, social media, and other digital media platforms.
The “Palak jhapkao, loan paao!” campaign is based on the insight of today’s fast-paced world, ever-evolving customer needs, and the expectation that these needs be met spontaneously and seamlessly. Customers can quickly obtain personal loans, home loans, business loans, and vehicle loans from Tata Capital, as the name implies. These loans are enabled on all channels and can be accessed in a paperless format in minutes.
In “Palak jhapkao, loan paao!” series of advertisements, each film showcases a humorous situation where the protagonist is faced with a situation which requires a quick solution. Each film portrays how the protagonists’ needs are met within blink of an eye by availing Tata Capital’s quick loans offering a hassle free and seamless experience.
Speaking about the campaign, Tata Capital chief digital and marketing officer Abonty Banerjee said, “Tata Capital’s latest campaign aims to resonate with our customers’ ever-increasing needs for immediate solutions. Quick loans give our customers the opportunity to fulfil their needs for loans simply and swiftly. This campaign reinforces our customers’ belief that they can always #CountOnUs to fulfil their aspirations.”
Talking about the creative side, VISCOMM director Ritika Grover said, “We live in a time of instant and urgent! The campaign line “Palak Jhapkao, Loan Pao” captures the spirit of quick loans offered by Tata Capital. In the films, the protagonist’s real and urgent needs combined with the play of slow motion versus real-time action is what we hope makes them attention grabbing. Our young team led by director Shachi Malhotra explored techniques to make the films creatively and visually unique.”
iWorld
Prime Video bets big on India with global originals, films and franchise expansion
Execs highlight scale, travelability and new IP bets as India anchors global strategy
MUMBAI: At Prime Video Presents 2026, the message was clear and confident. India is not just part of the plan, it is central to it.
In a lively fireside chat hosted by filmmaker Karan Johar, Kelly Day, vice president of prime video and amazon mgm studios international, Nicole Clemens, vice president of international originals, and Gaurav Gandhi, vice president for Apac and Anz, laid out an ambitious roadmap. Think bigger stories, wider reach and a sharper focus on building franchises that travel.
Kelly Day, a regular visitor to India, set the tone early. Calling the country “one of the most important markets globally”, she pointed to the sheer scale and diversity of audiences as a driving force behind Prime Video’s growth. Indian Originals, she said, are not just local hits but global engines powering subscriptions and engagement.
That global appeal is already visible. According to Clemens, around 25 percent of viewership for Indian content now comes from outside the country. Shows rooted deeply in local culture are finding fans worldwide, proving that specificity, when paired with universal themes, travels well. From gritty dramas to sharp thrillers, Indian storytelling is increasingly crossing borders with ease.
Clemens, who joined recently to lead international originals, was particularly upbeat about India’s creative range. She highlighted a growing slate of over 100 shows in development and production, with more than 60 percent returning for multiple seasons. For her, the formula is simple. Authentic stories, told well, resonate everywhere.
Adding to the buzz, she teased new and returning titles, alongside a fresh superhero universe, the Kalyug Warriors. It signals a push into new genres while doubling down on familiar fan favourites.
If content is king, distribution is the clever courtier. Day outlined Prime Video’s layered business model in India, which blends subscription, rentals, add on channels and ad supported viewing through Amazon MX Player. The idea is straightforward. Give viewers choice, whether they want premium, free or pay per view.
India, she noted, has also become a testing ground for innovation. Tiered pricing, mobile only plans and language diversity have all been sharpened here before being exported to other markets. In many ways, the India playbook is now influencing global strategy.
For Gaurav Gandhi, the next chapter is about scale with intent. He outlined four priorities. Making Prime Video more accessible, pushing Indian content globally, building stronger franchises and supercharging the films business.
On films, the platform is moving beyond licensing into co productions and now theatrical releases in partnership with amazon mgm studios. These films will eventually stream on Prime Video, creating a full circle from cinema halls to living rooms across 240 countries.
Franchise building remains another key pillar. With hits like The Family Man, Mirzapur and Panchayat already enjoying multi season success, the focus is now on creating the next wave of enduring IP. Newer titles are already lining up for second seasons, signalling a steady pipeline.
What stood out through the conversation was a shared belief. Streaming in India is still in its early innings, and the runway is long. With a mix of local flavour and global ambition, Prime Video is betting that stories from India will not just stay at home, but travel far and wide.
Or as the executives seemed to suggest, the world is watching and India has plenty more to show.
