Ad Campaigns
Converse India launches ‘CWTU’ campaign celebrating musical diversity.
Mumbai: Converse India reveals “Connect with the Unexpected” – a vibrant journey that ignites the creative spirit across India, aiming to weave a grassroots network of emerging creatives. This campaign is a tribute to the rich tapestry of Indian music, celebrating culture and self-expression.
At the core of this special project is an amalgamation of diverse music genres: Hindustani Classical, Multilingual Rap, Funk, R&B, Jazz, and Blues, with dashes of Pop, Beatboxing, Desi Hip Hop, and Indie. This melting pot of sounds creates an alchemy of styles, giving birth to music that’s unexpected and entirely unique.
Delving deep into India’s underbelly of music, the campaign invites creators who embody raw, unfiltered artistry. These emerging artists, brimming with talent, join hands to create 4 original tracks that carry personal narratives of special journeys filled with strife and fearlessness. The compositions are a testament to the power of collaboration, where unexpected connections foster innovation and originality.
The campaign’s message is clear: there are no boundaries to creativity. Inviting artists from all walks of life who are reflective of Converse’s ideology of free-spirited expression and uninhibited ambition, we’re putting emerging talent on the map, introducing their music to a wealth of listeners the world over. The campaign alludes to the brand’s eye for untapped potential with a pulse on cultural currency and a proclivity to always speak to the zeitgeist.
Collaboration
Under the banner of Converse India’s ‘Connect with the Unexpected’, these collaborations highlight the diverse and dynamic nature of India’s contemporary music scene, bringing together artists of varied backgrounds and styles in a celebration of creativity.
Nanku x Karun
Nanku, a 24-year-old music maven from New Delhi infuses his unique brand of music with his experiences in remixing and songwriting about self-realization. His album “Nanku Sharma” remains a favourite, with hits like ‘Kaafizyada’ and ‘5 min’ demonstrating his innovative take on Indian Pop Music. Collaborating with Karun, a Delhi-born poet and songwriter, whose journey began with notebook scribbles and evolved into emotion-charged songs, this duo represents a creative force. Karun’s albums ‘Granth’ and ‘Qabool Hai’ showcase his versatility and vulnerability, making this partnership a blend of lyrical depth and inventive sounds.
The track is to be revealed on social media on 19 April 2024
Krameri x Dhanji
Krameri, a student of A R Rahman, brings a fresh perspective to music creation. With 10 singles, 2 albums, and 4 EPs since her 2019 debut, her sound is constantly evolving. Dhanji, an Ahmedabad city native, is known for his vivid, narrative-rich rap verses. His prolific output includes 7 mixtapes in 3 years and the upcoming album ‘Ruab’. This collaboration between Krameri’s innovative soundscapes and Dhanji’s rap artistry promises to be a unique musical experience.
The track is to be revealed on social media on 10 April 2024
Pho x Bagi Munda
Pho, a beatboxer, singer, and songwriter, has been immersed in the art world for most of her life. Her transition from beatboxing to songwriting and singing has made her a notable figure in the Delhi music circuit. Bagi Munda, a Chandigarh-based rapper and visual artist, is known for his impact on the local hip-hop culture. His album “Dusvipass” and his work with
UNDERPASS crew have made him a symbol of creative resilience. Their partnership is a collision of styles resulting in a high octane and gritty number.
The track is to be revealed on social media on 16 April 2024
The Siege x Aksomaniac
The Siege, a Mumbai-based rapper, has made his mark with the album “Bubble Car,” chronicling his personal growth. His influence in the underground hip-hop scenes of Mumbai and Delhi is substantial. Aksomaniac, an engineering student and trained pianist from Trivandrum, brings a mix of R&B, Jazz, Blues, and Pop to the table. This collaboration melds The Siege’s raw rap narrative with Aksomaniac’s melodious versatility, creating an intriguing musical fusion.
The track is to be revealed on social media on 13 April 2024
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.
