Ad Campaigns
Smytten celebrates ninth birthday with #TryItAll campaign
Mumbai: Smytten, an Indian product discovery and trial platform, marks its ninth anniversary with the launch of the #TryItAll campaign. Aimed at Gen Z, the campaign focuses on their desire for variety, personalization, and convenience, offering them affordable and risk-free ways to explore new products.
Understanding Gen Z’s preference for personalised experiences and fear of missing out (FOMO), Smytten allows users to try trending lifestyle products with 100 per cent cashback on trial packs. This lets them explore beauty, wellness, and lifestyle trends without commitment, making informed decisions with confidence.
To bring the campaign to life, Smytten has teamed up with youth icons Apoorva Arora, Taaruk Raina, and Kritika Bhardwaj for a series of short films. Each film follows a young protagonist discovering Smytten, where they can freely explore a wide range of products, reflecting the brand’s mission to empower discovery.
Smytten co-founder Swagata Sarangi shared, “When we founded Smytten, our goal was to change how people discover products by creating a platform that truly encourages exploration. Over the years, we have grown alongside our users, embracing their need for choice and personalisation. With #TryItAll, we celebrate this journey. Partnering with talented young artists like Apoorva, Taaruk, and Kritika for this campaign felt natural, they represent the same spirit of curiosity and openness that Smytten stands for. They bring our message to life, making the journey of trying and exploring products feel even more relatable.”
Smytten co-founder Siddhartha Nangia, “At Smytten, we understand that for today’s consumers, having the freedom to try is just as important as making the final purchase decision. We have created a space where discovery feels effortless and genuinely enjoyable. This anniversary is more than a milestone; it’s a reminder of our ongoing mission to redefine discovery and create new ways to bring excitement to the experience of choice.”
In celebration of its anniversary, Smytten also introduces special perks, including:
● Nine trial points for ₹199
● Freebies with every trial order
● Up to 90 per cent off on trending brands.
With a thriving community of over 20 million users, Smytten redefines product discovery in India, empowering an entire generation to make exploring new products as rewarding as choosing them.
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.
