Ad Campaigns
Air India and Supari Studios win the prestigious Webby Award
Mumbai: Air India and Supari Studios, the brand solutions division of Kulfi Collective, have won the Webby for Best Original Music (People’s Voice) in the advertising, media & PR category for their Republic Day campaign. A hattrick! This is the third time Kulfi Collective, via its brand solution division Supari Studios, has won at the Webbys; the only Indian network ever to have done so.
Hailed as the “Internet’s highest honour” by The New York Times, The Webby Awards is the leading international awards organisation honouring excellence on the Internet.
“Air India and Supari Studios have set the standard for innovation and creativity on the Internet,” said The Webby Awards general manager Nick Borenstein. “This award is a testament to the skill, ingenuity, and vision of its creators.”
“This recognition from The Webby Awards for Air India’s Republic Day campaign is an absolute honour! Winning three Webbys is an incredible achievement; a testimony to the deep insight and creativity of our Kulfi Collective team. We are proud to represent India on the global stage and will continue to push the boundaries of culture and storytelling with our brand partners,” added Kulfi Collective co-founder and chief creative officer Akshat Gupt.
For over a decade, Kulfi Collective via Supari Studios has led the way in crafting captivating and scalable content, embedded in Gen-next’s culture, conversations and communities. With an impressive portfolio of 500 plus projects garnering over two billion views, the award-winning division from the House of Kulfi Collective continues to redefine tomorrow’s landscape for leading brands worldwide.
Air India and Supari Studios will be honoured at the 28th Annual Webby Awards in New York City on 13 May, where winners will have the opportunity to deliver one of The Webby Awards’ famous 5-Word Speeches. Past 5-Word Speeches include: Steve Wilhite’s “It’s Pronounced “Jif” not ‘Gif’; NASA’s “Houston, We Have A Webby”; and SZA’s “The Internet Scares Me. Thanks.” Hosted by comedian Amber Ruffin (Late Night with Seth Meyers), the Webby Awards’ star-studded ceremony celebrates the best of the Internet.
Visit webbyawards.com to see Supari Studios’ hallmark five-word acceptance speech and follow @thewebbyawards on Instagram, Twitter, and YouTube to experience the 28 Annual Webby Awards and the Internet’s Biggest Night on Monday, 13 May 2024.
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.
