Ad Campaigns
Valvoline unveils new digital campaign ‘Gensets Ka 1- 2- 3′
Mumbai: Global lubricant manufacturer Valvoline Cummins Pvt Ltd has launched a new digital campaign called ‘Gensets ka 1-2-3,’ which encourages and reminds consumers to regularly service their gensets to ensure no power blackouts, whether its at home or a commercial area.
Valvoline Cummins is committed to ensuring regular power with its promising range of engine oil ‘Premium Blue’ specifically made to meet the lubrication needs of gensets and increase its efficiency.
“Regular change of oil is the most important part of servicing a genset and Valvoline’s range of Premium Blue engine oil meets and exceeds the lubrication requirements, ensuring smooth and uninterrupted working throughout the season,” said the company in a statement.
Premium Blue is a jointly developed technology between Valvoline and Cummins with extensive trials on the engines.
“Through this campaign, we aim to encourage and inform the consumers to get their gensets serviced to ensure a well-lit home and other spaces which we generally ignore,” said Valvoline Cummins India CMO Ipshita Chowdhury. “We invest heavily in our research and development to introduce products which match or exceed consumer needs. With the same thought, we have ‘Premium Blue’ engine oil which provides sufficient protection to all the internal parts of a genset for a long time. We are proud that it is exclusively recommended and endorsed by Cummins.”
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.
