Brands
Audi, Saatchi & Saatchi India launch artful festive campaign
MUMBAI: This Diwali, Audi isn’t just lighting up the streets, it’s lighting up minds. In a sparkling collaboration with Saatchi & Saatchi India, the brand has rolled out ‘Journeys of Imagination’, a festive campaign that’s part road trip, part art show, and all heart.
Revving up Audi’s signature ‘Journey with Audi’ platform, the campaign celebrates the magic that happens when cutting-edge tech meets the warmth of Indian celebrations. The spotlight? Firmly on the sleek Audi q3 sportback, with star cameos from its luxe siblings, the q5 and q7, as they cruise through a Mumbai alive with festive fervour.
But this isn’t just another glossy car ad. It’s a joyride powered by creativity.
Enter AI artist Omkar Korade and renowned photographer Hashim Badani, two new-age creators who took the Audi Q3 on a journey through Mumbai’s glowing streets, capturing the soul of the city during its most spirited season. Think bustling lanes, swirling lights, and art that quite literally moves you.
Their work turns every stop into a stroke of genius, transforming everyday festive scenes into imaginative digital artworks, all while showcasing Audi as more than just a car. It’s a co-pilot on a canvas, a muse for modern makers, and a companion in every moment of celebration.
“Audi has always championed innovation,” said Saatchi & Saatchi India chief creative officer Kartik Smetacek. “And every new idea starts with a leap of imagination. So, for this year’s festive campaign, we collaborated with new-age creators Omkar Korade and Hashim Badani to reimagine how Mumbai celebrates the season. You will soon see their amazing AI art lighting up digital screens across the city.”
Audi India head of marketing and PR Gaurav Sinha added, “Festivals in India are full of imagination and emotion, and we wanted this campaign to reflect that spirit in a way that feels fresh and modern. ‘Celebrating Journeys of Imagination’ is our tribute to how creativity, culture, and innovation come together during this time of the year.”
And the strategy isn’t just about seasonal sparkle, Saatchi & Saatchi India executive director Atin Wahal pointed out that this partnership is built for the long road, “Our partnership with Audi is built on a shared vision of innovation and progress. It is focused on helping the brand connect meaningfully with audiences and drive creativity in the automotive space.”
Brands
MakeMyTrip partners with OpenAI to boost AI-powered travel planning
Conversational AI now guides travellers from inspiration straight to booking
GURUGRAM: MakeMyTrip, India’s leading online travel company, has teamed up with OpenAI to bring a fresh twist to AI-driven travel planning. The collaboration integrates OpenAI’s APIs into MakeMyTrip’s app, making it easier than ever for travellers to move from chatting about dream trips to booking them.
The move centres around MakeMyTrip’s Myra interface, a GenAI trip planning assistant that now handles over 50,000 conversations a day in languages ranging from English and Hindi to Tamil, Telugu and Bengali. Myra helps travellers explore options, create itineraries and book flights, hotels and extras without the usual hassle of searching and filtering.
MakeMyTrip co-founder and group CEO Rajesh Magow said, “With OpenAI, we turn curiosity into confident decisions. When travellers start their journey through conversation, MakeMyTrip becomes a seamless extension of that discovery process. AI combined with our travel data makes it possible to deliver personalised, bookable options at scale.”
OpenAI managing director- international Oliver Jay added, “MakeMyTrip is showing how AI can make travel planning feel more like a conversation than a chore. Advanced AI isn’t just about back-end efficiencies, it’s about transforming the way travellers experience and engage with the platform.”
MakeMyTrip has long invested in AI across the travel lifecycle, from inspiration and discovery to booking and post-sales support. Nearly half of Myra’s queries now come from tier-2 and smaller cities, and voice interactions are booming outside metros, making AI travel assistance more accessible than ever.
With this partnership, MakeMyTrip is not just keeping up with AI trends, it’s aiming to lead the way, turning every traveller’s whim into a smooth, bookable adventure.
