Ad Campaigns
Ananya Pandey & Vijay Deverakonda ‘swipe it up’ on Moj
MUMBAI: Short video app Moj has kicked off a new brand campaign #SwipeUpWithMoj to strengthen its brand recall as the ultimate entertainment destination. As part of the campaign, Moj has teamed up with Bollywood diva Ananya Pandey and Tollywood heartthrob Vijay Deverakonda as brand ambassadors; they will be seen on the app’s brand videos and also as creators on Moj.
The commercials launched on 3 April in Hindi, Telugu, Tamil, Kannada and Malayalam, keeping in view Moj’s diverse audience across the country. Ananya Pandey will drive relevance and boost brand affinity in the priority Hindi-speaking markets while Vijay Deverakonda will help double down on the brand presence in south India.
The campaign is centered around a deeper understanding of the users’ need for fun and engaging content that captivates their attention and add entertainment to their everyday lives, breaking all their monotony. In the commercial, both Ananya and Vijay will be seen swiping through their phones amidst their parents and elderly relatives bickering at home. Bored with the constant bickering, they are swiping up on Moj, imagining their parents and relatives dancing to the cheeky music in the videos, leading to them sitting with their moms and watching Moj videos together.
Moj chief commercial officer Ajit Varghese said, “#SwipeUpwithMoj campaign has been designed to establish Moj as the ‘cool place to hangout’, making it synonymous with short videos, providing a ‘world of fun' at our fingertips. We are confident that this quirky new campaign will help us build deeper and newer connections with our audiences.”
Ananya Pandey said she’s thrilled to be a part of Moj as a creator and is looking forward to making making cool content. “With the quick ‘Swipe Up’ option on my phone, I can now get into a world of endless entertainment possibilities from anywhere, thanks to Moj.”
The creative mandate for the campaign was run by AllThingsSmall. The videos are produced by Bang Bang and both versions of the film were directed by Ryan Mendonca.
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.
