Ad Campaigns
Thums Up’s World Cup 2023 campaign turns every doubter into a believer
Mumbai: Thums Up & Ogilvy get SRK to play a double role for the latest Cricket World Cup campaign, showcasing the constant tussle of opinions in our own mind about team India lifting the cup.
Ogilvy India CCO Ritu Sharda (North) said, “Cricket is a wave that rides on pure emotion. When the team is playing well, we all rally behind the team, and suddenly with one bad performance, we lose all hope. It’s intense. It’s almost like there are two sides within all of us, constantly pushing against one another. The doubter and the believer. This is exactly the emotion we’ve played out in our latest campaign with SRK bringing to life this struggle of the mind and heart.”
The Coca-Cola Company senior category director (sparkling flavours) India & South-East Asia Tish Condeno said, “We believe that the ICC Cricket World Cup is the biggest sporting event for the country. Partnership with the ICC provides us with a unique opportunity to unite our customers, consumers, brands, and cricket through diverse engagement formats. Our collaboration with SRK as the ‘Voice of Belief’ for Thums Up’s association with ICC World Cup campaign embodies our commitment to turning every doubt into an unwavering belief.”
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.
