Ad Campaigns
Usha International launches “Live like a Racer” TVC featuring Narain Karthikeyan
MUMBAI: Usha International, one of India’s leading consumer durables companies, today launched a new campaign including both digital and TVC for its recently launched ‘Racer fans’. This range is endorsed by Narain Karthikeyan, India’s first Formula One driver, who embodies its spirit. Aimed at filling the need the gap for ultra-high-speed fans with superior air delivery, the Racer fans cater to the evolving consumer who wants that ‘little bit more’. The campaign is also supported by BTL activations including a promotional scheme for trade partners, and in-shop promotions, across India.
Commenting on the campaign Usha International president – marketing Sandeep Tewari said, “At Usha, we believe in tech for all approach to give customers what they want, so we constantly innovate and launch technologically advanced, superior products that make their lives better. The Racer fans are the result of customer demand for a superior technology offering high-speed air delivery and we are optimistic with these fans we will be creating a new segment for ultra high-speed fans.”
Commenting on his association with Usha International India's first Formula One driver Narain Karthikeyan said, “I am extremely thrilled to be associated with Usha International for their Racer range of fans. Usha is definitely one of India’s most loved and trusted brands and filming for Racer — with racing cars, racing gloves and helmets was intense and exciting. These remote-controlled fans are convenient and pretty awesome!”
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.
