Ad Campaigns
TVS RONIN releases a new integrated brand campaign
Mumbai: TVS RONIN is the industry’s first ‘modern-retro’ motorcycle made for those who dare to live the #Unscripted way of life. The motorcycle has been engineered ground up with unique tech features like Dual channel ABS, Rain and Urban modes and Bluetooth connectivity with voice and Ride Assistance, in a retro design package. Its brand philosophy- Live the Unscripted life – stems from the motorcycle’s unique capabilities, in the city and on the open road.
The main brand asset is a video featuring the rock band Girish and the Chronicles, and the sufi band Kabir Café. The film brings to life the world of possibilities that arise when the ‘modern’ and ‘retro’ worlds come together.
TVS RONIN understands its customers and their key affinities when it comes to connecting with them across all touchpoints. Music, travel and social connections are key motivations for the TVS RONIN customer and as the brand connects all these dots seamlessly through unscripted experiences.
TVS Motor Company head business premium Vimal Sumbly said, “The TVS RONIN motorcycle has been designed from a blank canvas to reflect the spontaneous, fluidic, versatile and multi-faceted young rider of today. We want our viewers to know there is no right or wrong while living life on your terms. The brand inspires them to explore new things and varied experiences in life without fearing the result. We want them to live the #Unscripted life. And with the TVS RONIN, we are opening many possibilities for them to do it.”
The video taps into the personality traits of the TVS RONIN customers through the protagonists who are enthusiastic, curious, spontaneous and build connections with other like-minded riders along their journey.
TBWA India CEO Govind Pandey, the agency that conceptualized the idea for the brand said, “TVS RONIN, the motorcycle defies categorisation. It appeals to modern day ‘Ronins’ who refuse to be boxed, people who are open-minded about possibilities. People who have a knack for making connections between seemingly unconnected people and situations . And creating unexpected surprises. This film represents a serendipitous merger of two genres that ends up creating something unexpectedly delightful.”
The video goes on air on various platforms – the soundtrack “Malang Musafir” will also be made available for viewers to enjoy as they live the #Unscritped life. A multimedia approach with engaging and interactive amplification activities that extend to print media, on-ground activations, social channels and other digital platforms brings alive the integrated marketing campaign for TVS RONIN.
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.
