Ad Campaigns
Brands ride on the 10-year challenge wave
MUMBAI: While Facebook’s latest viral trend #10YearChallenge is being seen as a negative conspiracy; an attempt to "train a facial recognition algorithm on aging" by many, brands have leveraged the upward tide of its popularity in an interesting manner by sharing their own versions of the challenge. From modest to quirky, the responses are drawing a lot of attention on social media. Check out a few of them below:
1. Acer boasts about its improved design and efficiency
#10YearChallenge accepted. Lesser pounds, snazzier designs and the same old spirit to explore beyond limits. pic.twitter.com/874PdISO9Z
— Acer India (@Acer_India) January 17, 2019
2. Durex goes quirky again
A coming of age story. Buy now: https://t.co/bYeb2FWoR1. #10YearChallenge pic.twitter.com/LgEaUUiu3h
— Durex India (@DurexIndia) January 16, 2019
3. Fevicol’s hilarious take on its ‘Mazboot Jod’
Challenge accepted! 😉 #MazbootJod #10YearChallenge pic.twitter.com/nArmbEcjGi
— Fevicol (@StuckByFevicol) January 16, 2019
4. Manforce changes the taste of the challenge
Manforce Condoms, changing the taste of pleasure since 2009. #10YearChallenge#Taste #Pleasure #chocolate #lips #love #Since2009 pic.twitter.com/cdfTo02vH9
— Manforce Condoms (@ManforceIndia) January 16, 2019
5. Swiggy’s ‘Ladka Nikal Chuka Hai’ is all the assurance you need
Now we actually know ki "Ladka Nikal chuka hai!" #10yearchallenge pic.twitter.com/qeMFOKr9ov
— Swiggy (@swiggy_in) January 16, 2019
6. Tinder truly drives nostalgia home
Wait, what's an Orkut? #10YearChallenge pic.twitter.com/ONn5pYnGUc
— Tinder India (@Tinder_India) January 16, 2019
7. Uber Eats brings in the latest viral star to its feed
#EggGang x #10YearChallenge! 'Cause why not! #Egg #WorldRecord #KylieJenner #WorldRecordEgg #UberEatsIndia #UberEats pic.twitter.com/oi0LOIOYqr
— Uber Eats India (@UberEats_IND) January 15, 2019
8. Talk about personalisation and Zomato is ready with its unique take
10 minute challenge, anyone? pic.twitter.com/Dfgx7QDetc
— Zomato (@Zomato) January 16, 2019
9. Google India changing how we have known things since ever
From task list to ask list. #10YearChallenge pic.twitter.com/pPC2paNPDz
— Google India (@GoogleIndia) January 17, 2019
While all these brands flowed with the wave of showing changes in the narrative over the past decade, a few brands managed to show how some things never change.
10. Airtel then and Airtel now
Time sure does fly. But some things remain the same. #10YearChallenge #Airtel10YearChallenge #AirtelSeychelles #Seychelles #Airtel pic.twitter.com/dB9rRIB6Mp
— Airtel Seychelles (@airtelsesel) January 17, 2019
11. Amul India’s utterly butterly take on its evergreen presence
Our take on Fb's latest meme! pic.twitter.com/5bZvr2N9xO
— Rahul da Cunha (@RahuldaCunha) January 18, 2019
12. Kaya promotes its timeless beauty idea
13. Finolex Pipes shows longevity
Built to last for years. Our range of Pipes are corrosion-free & leak-proof which keeps them going!#10YearChallenge pic.twitter.com/IkqjJxvlsl
— Finolex Pipes (@FinolexPipe) January 17, 2019
14. KamaSutra India takes pleasure 10 years ahead
10 years on, the lovemaking will still go strong. #10YearChallenge pic.twitter.com/LFmuiL747E
— KamaSutra_India (@KamaSutra_In) January 17, 2019
15. KFC India says taste is never out of fashion
Finger lickin' goodness never goes out of fashion. #10yearchallenge pic.twitter.com/50jhYNuvmg
— KFC India (@KFC_India) January 16, 2019
16. Godrej Nature’s Basket brings in a fresh take
Freshest then, freshest now. Some things just don't change, isn't it? #10YearChallenge pic.twitter.com/6i4u5eFr3U
— GodrejNaturesBasket (@NaturesBasket) January 17, 2019
17. Parle G hasn’t changed a bit
#10YearChallenge pic.twitter.com/gvmGU7l7lh
— Parle-G (@officialparleg) January 18, 2019
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.
