Ad Campaigns
Shah Rukh boosts men’s self-confidence in new Streax commercial
NEW DELHI: Hair colour brand Streax, from Hygienic Research Institute, has roped in Bollywood’s leading man Shah Rukh Khan as the face of its new campaign, motivating men to turn on their charm like SRK in under five minutes with easy-to-use shampoo hair colour.
Built with an aim to inspire confidence in people, the SRK-starrer TVC supports people in realising their aspiration to be good looking and charming like the super star himself. The advertising campaign, created and conceptualised by Lowe Lintas and directed by Gauri Shinde of Dear Zindagi fame, is being aired across all key Indian markets.
The ad showcases a couple getting ready to go to an event, when the husband notices grey strands of hair, leading him to moments of self-doubt. However, he comes across Streax shampoo hair colour that gives him King Khan’s charisma in under five minutes. The campaign is a continuation of Streax’s efforts to combat low-self-confidence as a result of grey hair in men through quality solutions.
Shah Rukh Khan said, “I loved the idea of inspiring confidence in people. The fact that it can be done with something as simple and easy like using a hair colour is really cool. It was great to be associated with Streax and I enjoyed the creative process. I wish the entire Streax team all the very best on their innovative new hair product.”
Hygienic Research Institute managing director Ashish K Chhabra said, “We all have lived Shah Rukh Khan during our younger days and even today we try to emulate him – be it his successful journey or style. At Streax, we are very excited about our partnership with SRK as we inch a step closer in enhancing the consumer’s lifestyle and confidence with cutting-edge premium hair care products. A consumer’s fast-paced life and lifestyle changes resulting in early hair greying demand modern, quick and quality solutions and we are committed to solving consumer challenges in the most efficient ways.”
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.
