Ad Campaigns
JSW Paints unveils ‘Rangon Ka Khel Hai’ anthem
Mumbai: JSW Paints, an environment-friendly paints company and part of the $23 billion JSW Group has unveiled a digital-first campaign to celebrate crickets’ colourful spirit resonating across the country. One of the most unique elements of the new campaign is the anthem, ‘Rangon Ka Khel Hai’, created to celebrate the unifying sentiment which is intrinsic to the game of cricket. The anthem, inspired by JSW Paints’ diverse colour range, adds a refreshing touch to every space, embodying the spirit of togetherness and celebration.
JSW Paints has partnered with six teams across the Indian Premier League (IPL) and Women’s Premier League (WPL) franchisee. This is one of the biggest brand association by JSW Paints and includes partnership with six teams including the Shahrukh Khan co-owned Kolkata Knight Riders, Chennai Super Kings, Gujarat Giants, UP Warriorz, and the JSW Group’s co-owned Delhi Capitals during the current editions of WPL & IPL.
According to JSW Paints joint MD & CEO AS Sundaresan, “Cricket is a sport that’s the heartbeat of India; it’s a way of life, a celebration of colours. By partnering with renowned teams in both the IPL and WPL, we not only expand our brand presence but also wish to be integral to the sport’s legacy. The JSW Paints anthem is our tribute to the way colours come together to make Cricket Spectacular – Rango ka Khel hai, Rangon ka Mel hai.”
TBWAIndia CEO Govind Pandey said, “The Anthem celebrates the unity in passion and love for the game of cricket in the diversity of the colours of fans and players of IPL and WPL. All colours are equal. Yet another beautiful thought from JSW Paints.”
“Our anthem’s lyrics encapsulate the kaleidoscopic spirit of cricket, mirroring the vibrant range of JSW Paints. Just as cricket brings together players and fans of different teams, each having their unique colours, our diverse range of colours unites homes across India, infusing them with vibrancy and life. It’s a beautiful synergy that reflects the essence of both cricket and JSW Paints.” TBWAIndia CCExpO Russell Barrett.
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.
