Ad Campaigns
“Baal Set, Toh Vibe Set” Zakir Khan shares his hair styling journey
Mumbai: Set Wet, men’s hair styling brand from the house of Marico, has collaborated with renowned Indian Stand-up comedian Zakir Khan, for their #ApniHairStyleHiApniVibeHai campaign. In his unique comic style, Zakir took to Instagram highlighting the importance of hair styling in setting his vibe and urging his followers to treat it as an important part of their grooming regime.
In the video, Zakir Khan humorously shares anecdotes from his own grooming journey, delving into the concept of ‘vibe,’ a term popularised by Gen Z. With his incredible wit and charm, Zakir builds on this idea, capturing the essence of #SetYourVibe through well-styled hair, which ties back to the brand campaign message of #ApniHairStyleHiApniVibeHai.
Excited about this collaboration Zakir Khan, said, “Looking at hairstyling as an important aspect of my grooming regime only came to me a few years ago, but the confidence it instilled in me has been game-changing, personally for me. Set Wet is synonymous with hair styling for the youth of India and from my personal experience I can tell, taking just a few extra minutes every day to #SetYourVibe can take you very far, give you a lot of confidence and help you leave a lasting impression.”
This exciting collaboration exemplifies Set Wet’s unwavering commitment in driving conversations and narrative on hair styling with the youth in their language. Through his engaging storytelling, Zakir highlights how over the last three years he has seen the impact that focusing on hairstyling has had on his life and has thus become an integral part of his grooming routine.
The video featuring Zakir Khan is just one component of Set Wet’s comprehensive 360-activation plan designed to inspire the youth to start styling their hair and set their vibe.
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.
