Ad Campaigns
Chinese Wok & Bhool Bhulaiyaa 3 collab for a digital campaign
Mumbai: To connect with a broader audience, Chinese Wok, a leading QSR chain in India specialising in Chinese cuisine, has partnered with the upcoming film Bhool Bhulaiyaa 3, marking the brand’s first movie integration. This collaboration aims to leverage the film’s popularity to engage fans and elevate the brand’s presence, creating a fusion of food and entertainment.
The campaign highlights Kartik’s charm while showcasing Chinese Wok’s authentic Desi Chinese cuisine. This collaboration not only builds excitement for the film but also emphasises the flavors that have made Chinese Wok a favorite among food lovers.
Chinese Wok founder Aayush Agrawal commented, “We are thrilled to collaborate with Bhool Bhulaiyaa 3! At Chinese Wok, we are constantly exploring new avenues to connect with our audience in meaningful and engaging ways. Partnering with such a highly anticipated film allows us to merge the excitement of cinema with the vibrant flavours of Desi Chinese. This collaboration represents our ongoing efforts to innovate, expand our reach, and create memorable interactions with customers through a blend of food and entertainment.”
In addition to the campaign, Chinese Wok has launched a cool Instagram filter, ‘Balance the Wok’,where users can balance a virtual wok while collecting Desi Chinese ingredients. This fun, interactive filter blends entertainment with education, reinforcing the bold and authentic flavours that Chinese Wok is known for.
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.
