Ad Campaigns
Valvoline launches its new TVC campaign
Mumbai: Valvoline Cummins Pvt. Ltd., the original engine oil maker and a global lubricant manufacturer has always been at the forefront of innovation and research. The brand has introduced many industry-first products and unique campaigns to connect with its consumers. With the introduction of Champ 4T Fuel efficient, India’s first eight per cent more fuel efficient engine oil into the market, the brand has again come up with a power packed TVC #2000kmZyadaKaVaada.
The campaign film starts with the most customary question with regards to mileage ‘Kitna Deti Hai’ and gets an unbelievable response ‘2000 kms Se Bhi Zyada’. Valvoline has been eternally committed to easing the lives of its consumers with superior quality products backed by research and innovation. Realising the economic aspects of daily commuting, the campaign is a testament to the brand’s dedication in creating need specific products that bring a major impact in their lives. The film ends with a promise to ride up to 2000 kms more in a year with its new Champ 4T Fuel Efficient engine oil. With 8 percent more fuel efficiency, an average daily rider who travels 60-70 kms will be able to translate an additional 2000 km in 12 months.
The new TVC will be aired across India’s national and regional GEC & sports channels along with other social media platforms.
Valvoline Cummins India JV chief marketing officer Ipshita Chowdhury said, “Our new campaign reinforces the brand’s promise of continuous innovation that has been a constant for us, for over 150 years. The inspiration for this campaign has come from the most common question that a person asks with regards to mileage ‘Kitna Deti Hai’ and how we at Valvoline are constantly innovating to bring solutions like Champ 4T fuel efficient. India is moving forward, and we are determined to provide optimum solutions to fuel the ambitions of our bikers to help them with better mileage at an affordable price.”
On the curation of the film Innocean Worldwide India, National Creative Head Shiveshwar Raj Singh, said “The brief was to build a strong narrative around the Valvoline Champ 4T fuel efficiency innovation, a key benefit for cost-conscious customers who want to maximise mileage. It’s a slice of life ad where two strangers from similar backgrounds get talking. Here, two sales professionals get talking about their bikes and mileage. A typical setup which results in a quick banter which allows us to naturally segue into the product. The advantage of 8 per cent extra mileage which Valvoline delivers is built into their conversation in a way that will surprise everybody. A relatable piece that will surely grab the target audience.”
Champ 4T fuel efficient is a high quality four-stroke engine oil that meets the requirements of all leading motorcycles up to 125CC and suitable for all generations of bikes, old or new. With the help of Fuel Efficient Formula (FEF), the engine oil resists extreme heat and oil thickening for peak engine efficiency. It provides superior protection and performance for motorcycles under all operating conditions. With the launch of this product, the brand has also made FEF technology accessible to all.
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.
