Ad Campaigns
NEXA invents sound of blue colour in digital campaign
MUMBAI: Hakuhodo India has invented an innovative digital campaign for #NEXABlue the signature shade, exclusively created for cars sold at NEXA.
The new digital campaign is targeted at the NEXA customer aged between 18-45, who follow online information and trends from around the world and is well versed with social media platforms. The #NEXABlue campaign brings to life a car colour through Synesthesia – an innate ability to translate sound to colours and vice versa, in a first-ever digital format across Facebook, Twitter, Instagram and YouTube.
The objective of this campaign was to highlight both innovation and invention through this signature shade in a way never-before-seen. Here, color has been used to create something novel, something unprecedented. The Sound of NEXA Blue was the work of three western classical musicians with Synesthesia who came together and traveled to India to help create this signature tune. These uniquely gifted musicians Samara and Litsa from the United Kingdom and Eduardo from Canada were presented with the colour #NEXABlue and were asked to give notes that they ‘heard’ after seeing the colour.
Then, the Hakuhodo India team worked with a composer who helped create a symphony using only the particular notes. In a never-before-done collaboration, NEXA, musicians and a special colour came together to create the Sound of NEXA Blue.
Hakuhodo India national creative director Sabuj Sengupta says, “NEXA Blue is a unique colour created for the NEXA range of cars. By taking colour and elevating it to another level, this campaign has once again showcased NEXA’s ability to create something original, something inventive for its premium and exclusive customers in their car owning experience.”
The idea for #NEXABlue came from the age-old premise of the colour blue having been the inspiration for innovation be it art, science or culture. For instance, take the gemstone lapis lazuli, that lead to innovation of transporting it centuries ago to Egypt from present day Afghanistan; or how denim, the innovative fabric revolutionised the textile industry; architectural/photographic blueprints, or the blue rose, all discoveries in blue #BlueisInnovative!
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.
