Ad Campaigns
Motorola comes out with #TimeForJoy campaign on Christmas
MUMBAI: Lenovo-owned mobile manufacturing company Motorola came out with a unique Christmas campaign urging people to maintain a healthy #phonelifebalance and to go beyond material gifts and shower their loved ones with something they would truly value – the gift of time.
As a part of its festive #TimeForJoy campaign, Motorola asked users to pledge 60 minutes and share their own #TimeForJoy moment. Participation was made possible through many forums as people were asked to like, tweet, or comment with what they would like to pledge their 60 minutes to and how they would utilise this #TimeForJoy.
For pledging their time, Motorola then sent a lucky few winners, gifts that would allow them to spend #TimeForJoy with their loved ones. This included assorted tea bags, board games, yoga mats, dinner, and movie vouchers amongst others.
As revealed by the company, the campaign hashtag #TimeForJoy trended at #1 nationally and the campaign garnered over 9 million impressions and 1.5 million engagements. Overall, 24.8 million minutes were pledged by those who participated.
The campaign also drove offline engagement, staying true to the core philosophy of #phonelifebalance by organising old-school dinner dates with couple bloggers who were challenged to spend 60 minutes with their partners without reaching out for their phones. With integrated efforts to congregate an actual change, Motorola additionally sent alarm clocks to influencers, as a reminder to make #TimeForJoy and each minute count. As the best way to celebrate is to connect with loved ones, even if it means disconnecting from phones for a while and striking much-needed #phonelifebalance.
Minutes pledged towards meaningful interactions were collated on www.mototimeforjoy.com and updated real-time as users participated in spreading true Christmas cheer.
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.
