Ad Campaigns
TVS Motor Company launches ‘Miss.Represent’ campaign’s second phase
Mumbai: While automotives are still largely known to be a man’s turf, The TVS Motor Company has been making conscientious efforts to shatter the barriers that have stopped women from being active participants in the automotive industry.
In August last year, FCB Kinnect conceptualised a campaign for TVS Motor Company, titled ‘Miss.Represent’. This campaign was built on the idea that if young girls were empowered with a fair representation, they would grow to be more confident and start considering career options that they are conditioned to think are just for men.
The first video from the campaign highlighted how gender stereotypes are present at the grassroots, with occupational charts widely used at schools, only showcasing male figures in esteemed fields like STEM (science, technology, engineering and mathematics), while women are portrayed in roles like that of a teacher, air hostess, nurse, etc.
Statistics reveal that children’s career choices get influenced at as early as six years of age. This means that from an early age, girls that might have a natural inclination or skills for the STEM fields, might still find it very difficult to break out of their conditioning and pursue careers in these.
Although there are multiple solutions, the crucial one lies in changing the education system itself. The solution to a problem is in the problem itself.
Hence, the second video from the campaign showcased the solution, which was the chart itself, but a lenticular one. The beauty of this chart is that when viewed from different angles, it displays both male and female in the same occupations.
The campaign is not about leaving men out of these showcases, but also including women in the same roles.
This small change can upturn the untapped resource that India is missing out on, by getting more women into the STEM fields.
Being a brand that’s had immense success with leading an all-women research team and a 90 per cent engine assembly line, TVS Motor Company is still keen on hiring more women in their workforce.
The brand will now take these lenticular charts to over 5000 schools across India.
TVS Motor Company wants to build a world where every girl can dream, because when she can see, she DARES TO DREAM!
The first phase of the campaign went live on 26 August, 2023, while the second phase went live on 8 March 2024.
Speaking on the campaign, FCB Kinnect executive creative director Ashish Tambe said, “We’re trying to solve a business problem, but in a way that society itself changes. When a child sees a visual representation carrying such an obvious bias, it gets ingrained into their minds. we had to ensure that the term equality shines through the campaign, which is not about women, but about equality. After trying and testing a plethora of technologies, we figured that the solution had to be scalable. It’s a long-term effort that doesn’t just start and end on Women’s Day.”
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.
