Ad Campaigns
Dentsu’s Merkle B2B & Posterscope India partner to launch new campaign for Lenovo
Merkle B2B, dentsu’s B2B marketing agency, in partnership with Posterscope India, has launched a 3D anamorphic campaign for Lenovo that once again positions the brand as a global leader in technology and innovation. Titled, ‘Lenovo-F1®’, the campaign aimed to elevate the brand’s perception as a solutions and services provider by targeting IT decision-makers and tech optimists who are Formula 1 fans.
Posterscope India, dentsu India’s Out-of-Home (OOH) specialist agency, has used exclusive and personalised digital screens at prominent advertising locations such as Mumbai, Delhi, and Bangalore airports. These cities are major tech and business hubs, making them ideal for reaching the target audience and the campaign’s perfect choice.
With the help of 3D anamorphic billboards, the ‘Lenovo F1’ campaign produced visually stunning displays that captured viewers’ attention and left them with a lasting impression. These eye-catching visuals are not only a testament to the brand’s commitment to cutting-edge technology but also serve to underline its position as an innovation leader. The impressive campaign, which ran from September 15 to October 10, 2023, gave the brand the chance to make a lasting impression and reaffirm its message of technological innovation.
It is pertinent to note here that Merkle B2B is the agency on record for Lenovo, overseeing strategy, planning, and buying with a focus on data convergence, performance evaluation, and paid media.
Commenting on the campaign, Posterscope India managing director Imtiyaz Vilatra said, “We are thrilled to introduce the Lenovo F1 campaign, highlighting the brand’s unwavering dedication to innovation while establishing a fresh standard for imaginative and strategic outdoor advertising. Through this campaign, our goal is to inspire individuals to effortlessly forge, unite, and cooperate in an increasingly digitalized world.”
Merkle B2B India client partner Anubhav Tyagi commented, “This activation perfectly aligns with our network’s core values of forward-thinking and innovation. What makes this even more special is the innovative technology that has been used to highlight the collaboration of two brands — Lenovo and F1, both of which are at the forefront of technology and innovation!”
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.
