Ad Campaigns
Moscow launches new film campaign targeting global and Indian audience
Mumbai: Moscow city’s new holiday film showcases its signature festival season event, ‘Journey to Christmas’. The campaign celebrates magical festive places, must-see dynamic destinations, decorations, lighting, traditional winter sports activities and meeting Father Frost and Snegurochka, or the Snow Maiden. The festival will continue until 8 January.
This large-scale event has transformed the city with Christmas and New Year festivities. Twinkling lights illuminate the streets, while ice-skating rinks and slides pop up everywhere. There are also live musical performances and much more for the entire family to enjoy. The campaign film captures the enthusiasm of Muscovites, all the venues that have been stacked up with delicious food and spilling over with holiday cheer, as well as activities taking place not only in the city centre but also in the distant boroughs. The event marks the start of the festivities sparking that magic and holiday cheer among Muscovites and the city guests—both young and old.
People from around the world attend fairs every year in different parts of Moscow creating a festive atmosphere. The early mornings are wonderful, but the most magical moments come in the evenings when thousands of lights are lit all around and the aroma of tangerines and Christmas baking spread everywhere. They pour out hot tea, too, to make it warm for the guests and it is fun to walk around the Christmas markets. One can go on a gastronomic journey because national dishes from different parts of the country are on display and waiting for you to try them. Besides, you can buy handicrafts and local products as New Year gifts for your family and friends.
This time around, there are 32 festival sites. The Christmas festivities take place in all districts of Moscow. As many as 4,200 master classes have been prepared for guests and 19 rinks opened, while a lot more is waiting for you to explore!
If your child wants to feel warm, you can enter the bright, glowing gingerbread houses. Here, you can participate in master classes, send a letter to Santa Claus and learn to make holiday toys or even different kinds of sweets. Parents have the opportunity to eat and drink hot tea while their kids keep busy and enjoy the warmth and comfort.
For 2023, the major theme of the festival is travelling around Russia and getting to know the holiday traditions that are typical of different regions of this multi-ethnic country. To get a taste of what holidays look like in every region of Russia, many holiday markets scattered around the city welcome visitors to taste the national dishes and warm drinks and buy local products and handicrafts from all across the country. Don’t forget to charge your phone to the fullest and free up its space — you’re probably going to take a lot of pictures!
Christmas is a time for giving, and the festival guests can gift someone a New Year’s miracle by taking part in the ‘Kind Christmas Tree’ campaign. Anyone can support charitable foundations and non-profit organizations. To do this, one needs to pick a toy from the special Christmas tree, follow the QR code and fill out the application form.
With the country opening up to travel, this holiday season is set to be extra-special and extra-busy. The UN has named Moscow the best city in the world for its quality of life in its global cities ranking for 2022.
Its beauty is undeniable, but, in winter, the city looks even more awesome and Moscow is happy to invite everyone to share the festive joy.
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.
