Ad Campaigns
LAYER’R SHOT launches new campaign with Varun Dhawan
MUMBAI: LAYER’R SHOT has launched its new campaign and tried to break away from all the deodorant ads in the category. It takes a leap from the existing category clutter with its new refreshing thought of “Soch Ho Khushboodaar”. The campaign is conceptualised and executed by Triton Communications.
Adjavis Venture MD Devendra Patel said, “It was very important to catch the pulse of today’s target audience – The Youth and the problems that they face on a regular basis. Triton understood this and captured the solution to this problem in a very humorous and beautiful way. The agency crafted a nice ending thought to the film – LAYER’R SHOT – Soch Ho Khushboodaar and the same was weaved in quite well in the storyline.”
This campaign revolves around older adults who are judgmental about today’s youth. The brand has used this insight to offer their support to the youth by showing them that the new fragrance just spreads good thoughts and eradicates the negative/judgmental thinking happening around them. The brand launched six new fragrances with this campaign called LAYER’R SHOT MAXX.
Triton Communications executive director Virendra Saini said, “LAYER’R SHOT has always been a product for the youth. The product has some amazing fragrances and at a very competitive cost. I feel that this campaign will give the product and the brand, the right push and will create a positive stir in the market where competition is really fierce. Also, Varun Dhawan is a perfect fit for this campaign as this product appeals to the youth and who better than Varun to represent today’s youth and their thinking. The script demanded someone who has humour and also, someone who can bring freshness and liveliness to the brand.”
LAYER’R SHOT's parent company Adjavis Venture was incorporated in 2013. It is a customer-focused organisation having experience in building and launching some of India’s foremost brands in the FMCG and OTC segments.
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.
