Ad Campaigns
Glance launches #JustGlance campaign to tackle T20 FOMO in India
Mumbai: Glance, one of the world’s leading smart lock screen platforms, has stirred up huge curiosity across the country with its innovative #JustGlance campaign, that was designed to tackle the T20 FOMO (Fear of Missing Out) experienced by millions of Indians every day!
The campaign kick-started on ninth May creating viral social media buzz as large balloons floated above iconic landmarks in cities like Mumbai, Bengaluru, and Chennai. Users eagerly shared the images of these balloons on social media platforms, accompanied by the hashtag #T20FOMO. These mysterious balloons carried questions such as “Score kya hai?” (What’s the score?), “Match mein kya hua?” (What happened in the match?), “Maahi kab aayega?” (When will Mahendra Singh Dhoni bat?), and “Aur kitna chahiye?” (How much more do we need?). These questions were designed to spark the curiosity of cricket enthusiasts, on real-time information and insights into the ongoing T20 cricket matches.
The captivating images and engaging questions ignited a social media frenzy. Cricket enthusiasts felt a sense of FOMO, believing they are missing out on the T20 madness by not witnessing these balloons in their cities.
Damn!! Who else saw this today? Let me know if you saw it too. Any clue what this question “Ab Kitna Chahiye” on the balloon is about?#T20FOMO pic.twitter.com/nVlgCunTJM
— Monu Kumar (@imvipink) May 9, 2023
Bhai ye toh FOMO ka height hai Asking a question like this that too on a balloon..dost se puch le bhai #T20FOMO pic.twitter.com/az0qtso1Jt
— Irfan Siddique (@IrfanSiddiqueOf) May 9, 2023
On tenth May, the mystery behind the whole campaign was revealed through a captivating print ad. It provided answers to the FOMO that was created, which is to showcase how Glance is ensuring that India never experiences T20 FOMO again! The ad showcased how Glance’s smart lock screen keeps over 200 million users in India fully engaged with real-time match updates, scores, insightful commentary, and a wide range of features throughout the ongoing Glance T20 Fan Fest.
This revelation sent Twitter into frenzy, with #JustGlance trending for almost 4 hours, generating over 7,000 tweets and two million impressions. People realised that Glance is ensuring that cricket fans won’t have T20 FOMO anymore.
Toh ye maslaa tha unn bade balloons ka. Bhai drishyam moviw jaisa suspense tha ye#T20FOMO#NomoFOMO#JustGlance https://t.co/lmxJoWTYKd pic.twitter.com/HnRPnddR5Z
— Komal Patel (@Im_komalpatel) May 10, 2023
Sharing further details about the campaign, Glance chief marketing officer Bikash Chowdhury said, “Glance stands as one of the most significant disruptive platforms the world has ever witnessed, demanding a marketing approach that breaks away from convention. Our #JustGlance campaign epitomises Glance’s relentless pursuit of innovation, embracing a ‘digital-first’ mindset. It sparked widespread conversations nationwide, instilling a sense of FOMO among our audience, precisely addressing the very sentiment we aimed to tackle through our T20 Fan Fest program. T20 Fan Fest ensures that every user stays connected to the latest cricket updates.”
This year, Glance introduced ‘Glance T20 Fan Fest’, one of India’s largest cricket festivals on smart lock screens. The festival offers users real-time updates on both on-field and off-field actions, including expert analysis, team discussions, astrology predictions, live chat sessions with cricketers, live shows, exclusive cricket-themed games, and exciting shopping deals. All of these features are easily accessible on smart lock screens throughout the day.
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.
