Ad Campaigns
Entropik’s Sherlock-inspired campaign goes beyond traditional market research
Mumbai: Entropik, an AI-powered integrated market research company, today announced the launch of its first-ever brand awareness campaign, ‘The Master of Observation’. The campaign aims to build brand trust and credibility, spread brand awareness, and delight the audience with a clever and ingenious digital ad film that heightens curiosity and makes viewers eager to explore the brand.
The aim of the campaign is to convey that Entropik is a Master of Observation, and can pick up facial cues, know where customers are looking, and pick up information from their tone of voice. The campaign delivers this message through an ad featuring the famous Sherlock Holmes.
The video features a focus group meeting with a moderator and participants. At the same time, Sherlock Holmes, with the clients and organizer, patiently observes them from the next room. The classic Sherlock deduction sequence begins as he analyzes the participants’ behavior, voice, and facial cues.
Watch the brand film here:
The brand campaign will go live on Entropik’s all social media channels.
The campaign highlights the power of Entropik’s AI-powered market research platform to capture human insights that go beyond stated responses. This campaign aligns with Entropik’s disruptive AI tech to use Human Insights like Facial Expression, Eye movement, and Voice Tones to understand consumer behavior and preferences. Further, it highlights how Emotion AI Tech enables research, marketing, and product teams to design and deliver superlative marketing and product experiences through an Agile & Collaborative platform.
The company has already won many awards and accolades, such as the Amazon AI Award 2018, and has been quoted by Gartner as India’s ‘Top 5 Cool Vendors in AI.’ The new campaign is set to build on this success and take the company to new heights.
“We are thrilled to launch our first brand awareness campaign and show the world what we are capable of,” said Entropik founder and CEO Ranjan Kumar. “Our platform can capture human insights that go beyond stated responses, and this campaign showcases the power of the disruptive emotion AI technology. We hope that the campaign will help us build trust and credibility and spread awareness, allowing us to reach new brands from across the globe.”
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.
