Ad Campaigns
FCB Kinnect and vivo bring forth X-Lens on Disney + Hotstar
Mumbai: FCB Kinnect and vivo are thrilled to introduce [X-Lens], an exciting reality content venture on Disney + Hotstar, marking vivo India’s first foray into this domain. [X-Lens] is designed to elevate the [vivo X90 Series] as the ultimate device for ‘Extreme Expression’ in the premium phone category while fostering a passionate community of loyal photography enthusiasts who will evangelise the brand product.
The two-fold objective behind the campaign is to position the ‘vivo X90 Series’ at the forefront of the premium phone market, demonstrating its superior photographic capabilities, and to create a vibrant community of photography enthusiasts who would champion our brand. FCB Kinnect has conceptualised the campaign.
Hosted by the charismatic Keith Sequiera and featuring some of India’s top photography talent as judges, [X-Lens] follows a competitive reality show format where photography enthusiasts compete for the coveted title of [Vivographer]. The esteemed Vivographer will be a brand ambassador for vivo’s flagship devices, embodying the spirit of ‘Extreme Expression’ in their photographic endeavours.
Participants on [X-Lens] undergo a series of thrilling challenges, pushing the boundaries of creativity, and exploring the remarkable features of the vivo X90 Pro camera. Brave contestants venture into diverse and demanding conditions, aiming to capture the most exceptional photographs that exemplify ‘Extreme Imagination.’ As these skilled photographers embark on their journey, the vivo X90 Pro is a worthy partner, showcasing its prowess as a high-performance tool capable of capturing stunning imagery even under challenging circumstances.
Speaking on the campaign’s launch, FCB Kinnect COO Chandni Shah said, “X-Lens is vivo’s first foray into reality content and OTT content on Disney + Hotstar. When X-Lens was conceptualised, the intent was to showcase the incredible capability of the device and its ability to perform under extreme conditions. Packaged with a ‘reality show’ format that creates extreme viewability and resonance among our relevant audience, this exceptional partnership between FCB Kinnect and vivo has resulted in an enthralling reality show that delivers top-tier entertainment and beautifully showcases the true essence of the vivo X90 Series.”
Commenting on the unique campaign, vivo India head – corporate strategy Geetaj Channana said, “vivo’s X series has set new benchmarks when it comes to photography capability of a smartphone. All our X series smartphones launched so far received phenomenal response from consumers. Hence, we wanted to create something unique that showcased advance camera capabilities of X90 series under extreme conditions.
We are excited to collaborate with Disney + Hotstar for this captivating reality show format that creates extreme viewability and resonance among our relevant audience, and we are confident of strong audience interaction.”
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.
