Ad Campaigns
Adidas’ ‘Faster Than’ campaign inspires women towards sports
MUMBAI: In an attempt to forge a gender equal world, Adidas launched its latest campaign “#FasterThan”, that inspires women across all fields and ages to participate and celebrate sport in their daily lives. Bringing together real women, influencers and athletes;the campaign focuses on ‘Women in Sport’ and inspires them to be bigger than their challenges.
Playing the role of an enabler, it invites women to pursue an ongoing quest for personal betterment by overcoming all social and psychological barriers. The campaign reframes ‘Fast’ away from the traditional concept of speed, towards that of a personal feeling and empowerment of being Faster Than challenges that might hold one back from fulfilling their potential.
Celebrating inspirational stories of Saikhom Mirabai Chanu, a Padma Shri Awardee and a World Champion in Weightlifting, Himanshi Goyal, a proponent of body-positivity, and Nishriin Parikh, a 53 year old professional body-sculptor, adidas aims to encourage increased participation of women in sport. It aims to leverage the power of sport to overcome stereotypes, prejudice and adversity, push past barriers, and only focus on the positive impact sport can have on you.
Excited about the launch of the film, Padma Shri Awardee Mirabai Chanu commented: “In our society, weightlifting has always been perceived as a male dominated sport,it took a lot of courage to break this stereotype. My success at the international level clearly showcases that sport doesn’t care about gender or stereotypes and for me fast is all about pushing my limits and unleashing my potential in the quest of becoming the best.”
On the launch of this campaign, adidas India senior brand marketing director Manish Sapra said, "At Adidas, sport is in our DNA and we believe that 'Through Sports, we have the power to change lives'. As part of our 2020 strategy, we will be focusing on 'Women in Sport' to inspire more women in India to take to a healthier life through sport and fitness. We feel sport doesn’t discriminate between genders and the playing field is the same for all. ‘Faster Than’ is the extension of this thought, bringing it to life by focusing on three inspiring stories to break various stereotypes.”
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.
