Scaling compliant ad production for Axis Mutual Fund

The gap

Axis Mutual Fund was running fewer than ten video ads a month. Companies in the same category were running fifty at once.

That gap is not a budget problem. Short-form platforms work on volume - they need a continuous supply of creative for a brand to stay in front of its audience at all, and they are still the least-served channel in Indian financial services. Running ten ads a month is not a small version of running fifty. It is a different outcome.

The main challenge for financial institutions when it comes to ads

Agency-led models have failed to produce this kind of volume.

Ads run by financial institutions are heavily dependent on compliance approvals. Every claim, figure and product description has to clear review before it can go live, and the traditional agency process was never built for that. Each round of approval adds days, and each revision starts the cycle again.

Brands either slow down to stay compliant, or they stay small. Most stay small.

How we scaled ads production for Axis Mutual Fund

We work with financial institutions and BFSI companies using an AI plus human-in-the-loop model.

Our agents sit in the workspaces the marketing team already uses. They continuously research competitor ads, monitor social platforms to see what kind of content is performing for each audience segment, and propose concepts that fit the brand.

Once the process was approved, delivery time was 24 hours from brief to finished cut. Three to five ads shipped per day.

Speed came from moving compliance upstream. Instead of writing an ad and then sending it for review, the mandatory elements are constraints the system works within from the first draft. Risk disclaimer placement and minimum on-screen duration, risk-o-meter rendering and product-label accuracy, and approved claim language pulled from a locked phrase library rather than generated freely are applied at generation, not caught at approval. Every asset is still signed off by a human before it runs. What changed is that review became a check rather than a rewrite.

Impact

Nine ads a month became 60+ creatives running across awareness and funnel optimisation campaigns.

The change is not only the count. At ten ads a month, every ad has to work, so nothing gets tested and the safe option wins by default. At sixty, the account can hold multiple angles, hooks and audience cuts in market at the same time, and the platforms get enough signal to actually optimise. The agents have access to the ads account, so what performs feeds directly into what gets made next.

Production stopped being the constraint. Every product on the roadmap - including funds that have not launched yet - now gets a campaign built in days rather than quarters.