Ad Campaigns
Sourav Ganguly revives jersey-waving moment in Bisk Farm’s cricket campaign
Mumbai: Cricket, in the incredible land of India, is more than just a sport, it’s like a religion. And the fans? Well, they’re the high priests of superstition when it comes to supporting our cricket team.
All the cricket fans have some stories of superstition like staying put at that one spot on the couch, wearing the same lucky shirt that’s been through countless wash cycles, or even performing a mini-puja before the match, just to keep the cricket gods happy. It’s all part of the quirky charm of celebrating the gentleman’s game in India. Taking a cue from this, Bisk Farm, the fourth largest biscuit brand in India, launched a high-decibel 360-degree campaign for its Rich Marie range of products – ‘Me Time, Marie Time’, celebrating the diehard Indian cricket fans’ passion.
Featuring Sourav Ganguly, the brand ambassador for Bisk Farm Rich Marie biscuits, the campaign celebrates the fan’s way and belief of contributing to the success of the Indian cricket team. It has Sourav Ganguly reenacting his signature jersey-waving act, this time not from the Lord’s pavilion but from the comfort of his couch.
The campaign also draws inspiration from everyday funny life scenarios to illustrate the typical Indian fan’s behaviour during a cricket match. Built on a unique collage of relatable situations which embodies fandom, the TVC portrays Sourav Ganguly as one such superstitious fan. In the campaign, Sourav Ganguly is seen wearing his lucky jersey, not allowing any of his friends to move from their seats until the match ends. He’s got more Taabiz around his neck and arms than a rapper with gold chains and wears another on his forehead. He performs puja of the cricket bats praying for India’s victory.
Commenting on the campaign, Bisk Farm managing director Vijay Singh said “India is a cricket-crazy nation. We feel, there’s a huge contribution of the Indian fans who for their passion for the sport, have transformed the game into a religion in India. Sourav Ganguly is a celebrated personality in India for his immense contribution to Indian cricket and we feel this campaign with Sourav Ganguly in the lead touches all the right chords to create excitement amongst Indian cricket fans. Cricket is celebrated across all spectrum of life, and biscuit is consumed by everyone hence it offers a great opportunity for us to promote the brand. We are confident that the campaign will perform well and contribute to our overall growth in this cricket season.”
Conceptualised by SoS Ideas, the 45-day-long 360-degree campaign went live on 14 October during the India vs. Pakistan match. The campaign rides high on TV, Digital, Print and OOH. Simultaneously, with an objective to connect with the youth on the go, Bisk Farm plans to majorly focus on cricket-specific content on OTT, and Meta platforms along with YouTube.
SoS Ideas director Souvik Misra said “We are extremely excited to be part of this Sourav Ganguly Cheer for India campaign which is very quirky, over the top and plays deep into the Indian psyche of Sports! Let us all cheer for India”.
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.
