Ad Campaigns
Radiohead Brands unveils new campaign ‘Dreams are free, for everything else #HustleModeOn’
Mumbai: In an effort to fuel youngsters and inspire them to achieve their dreams, Radiohead Brands, makers of Jimmy’s, the market leader in mixers, announced the launch of its energy drink, HUSTLE. In tandem with the launch, the brand has also rolled out its new campaign “Dreams are free, for everything else #HustleModeOn”to encourage today’s youth to fearlessly pursue their ambitions and achieve their goals. Through the film, the brand seeks to show unwavering support for young individuals who embody an unyielding determination and drive to achieve their goals.
Conceptualized by the Radiohead Brands Team, who have led the creative deployment for the Jimmy’s Brand as well, the video campaign conveys a compelling story about a team of two young entrepreneurs who are pitching to investors to secure funding for their business venture. As the young men navigate through the high-pressure world of entrepreneurship, one of them slips into a dreamscape. In this fantastical realm, the protagonist visualizes the life he aspires to have after getting through the funding around and moving towards their dreams and goals. Amidst this, the protagonist’s partner brings him back to the real world by telling him – ‘Dreams are free, it’s time to HUSTLE!.’ The campaign itself is a switch from the conventional marketing codes of the Energy Drinks category.
Radiohead Brands CEO & founder Ankur Bhatia, said, “Hustle energy drink embodies the always-on spirit of young millennials and gen Z who are consistently working towards achieving their dreams. Even through the brand film ‘Dreams are free, for everything else #HustleModeOn’, we encourage people to relentlessly pursue their dreams wherein each sip of Hustle will act as a catalyst to invigorate and fuel one’s hustle, pushing them closer to realizing their aspiration.”
Radiohead Brands COO & co-founder Nitin Bhardwaj said, “Hustle is founded on the fundamental principle that transforming your dreams into reality requires active and unwavering dedication. With Hustle as an ally, there are no boundaries to what one can achieve. As a company deeply devoted to upholding excellence and innovation, we are incredibly proud to introduce the beverage to the market. We sincerely hope that it will serve as an inspiration for the youth to unleash their full potential and strive for greatness.”
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.
