Ad Campaigns
Archies launches interactive friendship day campaign #FriendshipByChance
Mumbai: Archies foremost gifting brand, is excited to announce the launch of its innovative and interactive digital campaign for Friendship Day, titled #FriendshipByChance. This campaign aims to drive engagement and involvement of the masses on the @archiesonline account, encouraging people to share their unique friendship stories and celebrate with their friends.
The #FriendshipByChance campaign is designed to prompt people to acknowledge their friends and wish them a Happy Friendship Day through engaging activities. Participants are invited to share their friendship stories with Archies, creating a wave of heartwarming and inspiring content across social media.
In addition to the social media engagement, Archies has rolled out exclusive Friendship Day merchandise available both online and in stores. These specially curated gifts, including personalized cards, mugs, and photo frames, are designed to help friends express their love and appreciation in the most heartfelt way possible.
“We are thrilled to launch the #FriendshipByChance campaign, which aims to celebrate the beautiful bonds of friendship, Friendship Day is all about cherishing those special relationships, and we want to provide a platform for people to share their stories and express their gratitude towards their friends. This interactive campaign is our way of bringing people closer and spreading joy,” said Archies Ltd executive director Varun Moolchandani.
Join Archies in celebrating Friendship Day by participating in the #FriendshipByChance campaign and making this day unforgettable for your friends.
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.
