Ad Campaigns
Maybelline drops Teddy Tint bomb in Mumbai with CGI-powered Dabbawala
MUMBAI: Maybelline New York and Posterscope India have painted Mumbai nude — literally and virtually — with the launch of Super Stay Teddy Tint – Nude Drop, a plush 11-shade lip tint collection that just got a larger-than-life debut with hyperreal CGI billboards.
The campaign, brought to life by dentsu’s OOH specialist Posterscope, delivered a digital-first spectacle by fusing cutting-edge CGI with the warm nostalgia of Mumbai’s iconic Dabbawalas. These everyday heroes became the unexpected — and loveable — ambassadors of soft glam, starring in a seven-day CGI production that transformed the city’s skyline into a moving makeup marvel.
Designed to tug at the heart and scroll-stopping enough to trend, the visual narrative reimagined the Teddy Tint’s soft-but-bold vibe through the lens of Mumbai’s cultural pride, marrying beauty with believability in a way that felt rooted yet global.
Posterscope India CEO Imtiyaz Vilatra said, “This campaign was built on insight-led storytelling that connects emotionally and visually. CGI gave us the flexibility to craft an experience that felt both imaginative and rooted in local emotion. Bringing together a global beauty icon and an everyday Mumbai symbol allowed us to tell a story that was personal, timely, and unforgettable.”
With a mix of emotional storytelling and tech swagger, Maybelline’s campaign wasn’t just lipstick on a billboard, it was a CGI glow-up for the Indian beauty playbook.
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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.
