Ad Campaigns
Sunrise Spices adds an AI tadka to Bihu with selfie-savvy celebrations
MUMBAI: If you thought Bihu was all about folk tunes, gamusas and those perfect jolpan spreads, think again. Sunrise Spices, a proud ITC brand with deep Assamese roots, just tossed tradition into the tech blender with its latest brainchild-an AI-powered image filter that lets you turn your humble selfie into a festival-ready Assamese portrait. Saree, jewellery, the works.
Launched nationally on 12 April 2025, this digital dhol beats with heart and holograms. With a simple click or QR scan, users can experience the joy of Rongali Bihu in a modern yet authentically cultural way. Whether you’re in Dibrugarh or Dubai, Sunrise is making sure the beat of the dhol and the spirit of the season reaches you.
This initiative is more than just a digital delight—it’s a heartfelt effort by Sunrise to ensure that the spirit of Bihu can be felt and shared across the country, no matter where you are.
The AI filter, hosted on a microsite, works by transforming any uploaded image into a stylised Bihu-themed portrait – think classic Assamese mekhela sador, traditional jewellery, and vibrant background flourishes. Users can click a pic or upload an existing image to get the full festive makeover.
This clever campaign doesn’t just digitise a cultural experience—it democratises it. The filter is accessible to anyone with a smartphone, effectively turning the entire country into a Bihu-ready canvas. No stage required. No taal missed.
https://sunrisebihumemory.in
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.
