Ad Campaigns
Vicky Kaushal in a double role in his next ad film for Beardo’s new powerful scent launch – Tsunami
Mumbai: Leading men’s grooming and lifestyle brand Beardo, today announced the launch of its first-ever aqua fragrance “Tsunami”. Revealing the EDP, Bollywood heartthrob Vicky Kaushal, features in a never-seen-before double role in the brand’s ad-film, titled “Embrace the Tsunami Within”. Encouraging every man to recognise and harness the power within themselves, the campaign showcases Vicky winning over his timid personality to unleash his inner masculinity after using the scent.
The fragrance notes of “Tsunami” are a fusion of freshness and intensity, making it an ideal scent for the modern man. The Eau de Parfum emanates an aura of strength, danger, and wildness, seamlessly personifying notes of bergamot, lemon, and lime, followed by middle notes of lavender, geranium, and patchouli, and base notes of cedarwood, musk, and amber. The film highlights how Kaushal’s character embodies the Tsunami’s strength and tenacity. His persona in the ad-film is unique and different from the roles he usually plays, as he portrays a bold and powerful body of water that is a force to reckon with, just like the scent itself.
Talking about the campaign, Kaushal said, “When I think of Tsunami, the first thing that comes to mind is that it is mighty. My roles in the campaign embody the strength and larger-than-life aspects that define this aquatic scent. You see, most aqua perfumes allude a calm and cool persona, but Tsunami is different. It’s a powerful and bold fragrance that evokes the sensation of a massive body of water, one that can cause both awe and fear. And that’s exactly what my role in the film portrays too – it’s intense, energetic and matches the fragrance perfectly.”
“When we conceptualized Tsunami, we wanted to create a fragrance that embodied the strength, persistence, and wildness of the storm. We wanted our customers to experience the power of the Tsunami and the sense of danger that comes with it. Our goal was to remind every man that the storm lies within him, and when harnessed in the right way, it can lead to wonders,” said Beardo CEO Sujot Malhotra.
He further added, “Working with Kaushal has been an absolute pleasure. His versatile acting skills and dynamic personality perfectly complement the fragrance’s notes, making him an ideal fit for this campaign. With his double role, Vicky portrays the storm and its power like never before, and we are thrilled to have him on board.”
The launch of Tsunami marks another milestone for Beardo as the brand continues to expand its product line and establish itself as a market leader.
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.
