Ad Campaigns
Tata Gluco+ releases new Energy On, Game On Campaign
Mumbai: Tata Gluco+, an energy drink from the house of Tata Consumer Products Ltd. has taken forward its fun and quirky style of storytelling and unveiled its first national campaign that embodies the brand’s purpose of making challenges fun. The campaign conceptualized by Wunderman Thompson, brings to light the brand promise of providing a refreshing energy shot in a differentiated cup format in four flavors Orangy Burst,Lemony Zing,Lychee Zap and newly introduced Cola Twist to help out in situations which can look challenging.
Brand film :
Tata Gluco+ new advert weaves the brand proposition in a similar slice-of-life situation – a group of travelers who run out of Petrol in a desert and seek help from a group of youngsters who are enjoying sand surfing on a hot sunny day. The youngsters energize themselves with Tata Gluco+ energy drink which gives them the instant energy to dig their way through the sand to take out petrol for the stuck tourists. The film is light-hearted and has used humor to connect with Gen Z while gamifying the brand experience through the Energy On Game On narrative.
Commenting on the new campaign, NourishCo Beverages Ltd. MD Vikram Grover said, “Tata Gluco+ has always been about a lovely energy shot when on a hot sunny day even small things can look challenging. This campaign is about bringing out the same promise in a humorous manner and gamifies the brand. We hope consumers love the TVC and the extended gaming experience that we have also rolled out on all our packs as an extension of the campaign”
Wunderman Thompson CCO Senthil Kumar added, “Tata Gluco + has created a unique brand language and celebrated quirky Indian humour while being rooted in Indianisms in all our films over the years. This new film with a refreshed tonality takes the brand language to the next level”
The new advert would be supported with a 360-degree surround plan covering TV, Digital, OOH and Cinema. The brand has used gaming technology with a Scan,Play and Win on the pack using which the consumers can scan the QR code on the Tata Gluco+ cups and get a chance to play engaging games on their phone and also get rewarded. Gaming has a high skew among Gen Z and the unique way of using gaming in the consumer journey during the campaign will help the brand meaningfully engage with the consumers.
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.
