Ad Campaigns
ASICS announces the launch of their campaign ‘Ten People, Ten Colors’
MUMBAI: A runner’s journey starts even before he sets out on the run; be it an early morning runner or a late-night runner, each runner has a different story to narrate. With each passing day they slowly and steadily set new benchmarks for themselves.
To support a runner’s journey, ASICS has launched the ‘Ten People, Ten Colors’ collection, a vibrant range which encases the gears in ten different colors to celebrate the feeling of empowerment and determination to push their limits.
Based on a Japanese proverb, ‘what may work for one person might be different for the other, but the same difference is what makes us all unique’, the brands latest campaign brings to life the spirit of what running means to each person. For one, what starts as a leisure stress buster may turn into an ambition to complete a marathon, for other; it may be their sole fitness goal. This campaign is about real people with real stories and how ASICS’ with it state-of-the-art technology helps them keep going beyond the targets they initially set out to‘Win The Long Run’.
The ‘Ten People,Ten colors’ series of colors includes the brand's five running shoes, including GEL- KAYANO 26, GEL-NIMBUS 21, GT-2000 7, GEL-CUMULUS 21 METARIDE and GEL – KAYANO 26 KAI. Each shoe from the collection has been handpicked to suit the core messaging of the larger theme of the campaign which stands for the versatility of every runner.
“ASICS has always been inspired by stories of real runners and has been motivated to improve technology to suit every consumer. The new campaign encapsulates a wide range of colors depicting the spectrum of light through the day to showcase the versatility that matches the personality and goals each runner has to ‘Win The Long Run.’ said, Rajat Khurana, Managing Director, ASICS India.
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.
