Ad Campaigns
House of Glenfiddich unveils “Where Next?” campaign in India
Mumbai: House of Glenfiddich – Art, Travel & Beyond, a luxury lifestyle brand, unveils its campaign ‘Where Next?’ The campaign focuses on celebrating irrepressible individuals who have forged their own paths by challenging the status quo. The series celebrates the individuals who embraced the unknown and carved their journey against the odds.
The limited series has been conceptualised by Havas Worldwide and Disney+ Hotstar CreativeWorks with William Grant & Sons and enabled by DDB Mudramax, with the production handled exclusively by Disney+ Hotstar CreativeWorks (the branded content, creative, and innovation studio of Disney+ Hotstar). It showcases the inspiring journeys of four celebrities – Sushmita Sen, Zoya Akhtar, Salim Merchant, and Vikas Khanna, who have pushed boundaries in their journey of embracing the unknown, often asking the question ‘Where Next?’ These pioneers exemplify the essence of tenacity and determination, truly showcasing what it takes to achieve success. The four-part series will be available exclusively on Disney+ Hotstar, will delve into their journey and highlight the unwavering passion, the relentless pursuit of their dreams and resetting to new ones.
Commenting on the campaign launch, William Grant & Sons Pvt Ltd country director – India Sachin Mehta said, “We are thrilled to unveil the ‘Where Next?’ series – a series celebrating the remarkable journeys of extraordinary individuals who have navigated uncharted paths. At the House of Glenfiddich – Art, Travel & Beyond, we celebrate those who challenge norms, embracing vulnerability and continuously set new challenges for themselves. The Where Next campaign recognizes and honours this spirit of exploration and innovation. Through these captivating stories we aim to inspire the next gen of innovators to chart their unique paths of discovery.”
Sushmita Sen, Bollywood Actress, Entrepreneur, said, “I am honoured to be a part of the ‘Where Next?’ campaign by the House of Glenfiddich – Art, Travel & Beyond. This campaign perfectly encapsulates the essence of life by celebrating those who discovered the world beyond their comfort zone. One of the things I found to be incredibly significant that helped me get to where I am today was being able to do things on my own terms. I am excited to inspire the world with my journey and ask them ‘Where Next?’ as they create their extraordinary stories.”
Zoya Akhtar, Indian Film Director, Screenwriter, Entrepreneur said, “As a storyteller, I’ve always believed in exploring new narratives and pushing the creative boundary that’s been set.
Being a part of the House of Glenfiddich’s ‘Where Next?’ the campaign has been amazing as one gets very few chances to talk about this aspect of the journey, to discuss the essence of what it means when you say “dare to dream.”
The sentiments echoed by Vikas Khanna, Indian Chef, Entrepreneur, “Where Next? Is truly a question that I always have in my mind. As a chef, author and filmmaker, my journey has always been about the relentless pursuit of innovation and excellence. It all started with wondering what else I could do next. Because I knew if I stop evolving, I wouldn’t reach where I am today. Being recognized as a part of House of Glenfiddich’s campaign has been an incomparable experience, and I hope my story will help inspire others to constantly ask themselves the ‘Where Next?’ question!”
Salim Merchant, Music Composer, Entrepreneur said, ‘My life has been a beautiful journey of experimenting with diverse melodies and crafting music that touches every soul.’ Where Next?’ campaign with its spirit of celebrating passion, mirrors the very essence of my musical pursuit. Being part of the campaign is a humbling experience, and I am excited to share my journey with the world. I hope it resonates with others, inspiring them to embark on their own creative journeys and pursue their passion.”
The first episode will premiere exclusively on Disney+ Hotstar on 29 December 2023 to celebrate the remarkable journey of Sushmita Sen, followed by three more episodes in the weeks that follow.
Watch teaser – https://www.hotstar.com/in/shows/where-next/1260157554
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.
