Ad Campaigns
Inspiring #Trysomethingnew at FreshMenu
MUMBAI: The latest video from the #Trysomethingnew campaign by FreshMenu.com features multi-talented Behram Siganporia, lead vocalist and bass guitarist of the electro-pop band ‘Best Kept Secret’.
With a daily changing menu inspired from cuisines across the world, FreshMenu offers something new every day. In alignment with the brand’s ethos,#Trysomethingnew campaign features inspiring tales of individuals who have explored novel avenues and discovered new possibilities in life.
The 4th episode of the campaign narrates the success story of Bangalore’s heartthrob, BehramSiganporia. Besides being a musical sensation, Behram is also a qualified commercial pilot. Hereceived his commercial pilot licence from the Epic Aviation Flying Academy in Florida.
But in quest of trying something new, he quit his successful career as a commercial pilot and pursued his love for music starting his band, ‘Best Kept Secret’.
Siganporia said, “It’s commendable that FreshMenu.com encourages people to follow their dreams, experiment and try new avenues in life. Many people are afraid to take the risk but if you believe strongly in your passion, you should back yourself and chase it. Being part of this campaign made me realise that I still have the fire in my belly to keep pushing, against all odds, to achieve my dreams,”
FreshMenu.com CEO / founder Rashmi Daga said, “At FreshMenu.com, we constantly try to serve new and exciting international cuisine to our customers. Every day we have something new to offer as the menu is never the same. Hence the campaign #TrySomethingNew reflects the brand’s ideology, celebrating stories of people from our neighbourhood who took a leap of faith, explored their options, tried new avenues and excelled in it.”
The series so far has featured underwater photographer, Bhushan Bagadia, professional Bharatanatyam soloist and Guru Charles Ma and popular illustrator Alicia Souza.
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.
