Ad Campaigns
Chief of Defence Staff, General Anil Chauhan, joins Sony Sports Network’s ‘Iss Baar, Sau Paar’ campaign; Rallies support for the Indian contingent at the 19th Asian Games
Mumbai: India’s leading sports broadcaster, Sony Sports Network, unveils a new film featuring Chief of Defence Staff of the Indian Armed Forces, General Anil Chauhan, PVSM, UYSM, AVSM, SM, VSM. The contribution of the Indian Armed Forces in the field of sports and athletics has increased manifold and General Anil Chauhan, a torch bearer whom the whole nation looks up to, rallies the support of the nation with his inspiring message ‘Hum Hai, Zidd pe Sawaar, Iss Baar, Sau Paar, Phir Se, Hum Honge Kamyaab!’ for the Indian contingent at the 2022 Asian Games in the film.
As the official broadcaster of the 19th Asian Games Hangzhou 2022, which starts on 23 September, Sony Sports Network has embarked on a mission to popularise our athletes from across India. Following India’s best performance at the Asian Games in 2018 with 69 medals, it is now time for India to take the next step and hit the three-figure mark (100) in total medal-tally. Toward this endeavor, Sony Sports Network launched a campaign has featuring personalities from various walks of like Sudha Murthy, Abhishek Bachchan, Kapil Sharma and more, that not only serves a larger cause of growing sports in India, but also celebrates the lesser known, unsung Indian heroes who have given their all to Sports and are at the cusp of representing India at the Asian Games.
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.
