Ad Campaigns
Bacardi India’s Legacy Collective unveils new TVC with Ranbir Kapoor
Mumbai: Legacy Collective – Bacardi’s first and one-of-a-kind e-commerce platform that is bringing together Indian-made brands under one umbrella – has launched its latest campaign featuring a TVC with brand ambassador and renowned actor Ranbir Kapoor. Launched across TV, social media, digital, and cinemas, the brand film drives home the profound message that a legacy is not just for a chosen few, and with time as one’s ally everyone can carve their own legacy by staying true to their passion. In doing so, the campaign stays true to the Legacy Collective ethos – honoring the passion of homegrown brands in India who have just begun their journey.
Over the past few years, made-in-India brands have multiplied rapidly and taken center stage in the Indian market as they cater to the specific needs of the Indian consumers, while also ensuring premium quality and exclusivity.
With the aim to connect these visionary homegrown brands with consumers in the country, Bacardi had launched Legacy Collective in December last year with the iconic actor Ranbir Kapoor as the face of the brand. The launch of its latest brand film comes as another step in this direction, aimed to celebrate and empower the spirit of homegrown brands in the country.
Commenting on the launch, Ayaesha Gooptu, Head of Domestic Brown Spirits, Bacardi, India & Legacy Collective, said, “Furthering our dedication amidst the emboldening make-in-india wave in the country, Legacy Collective is thrilled to bring to Indian audiences this latest TVC that beautifully captures the ethos of the platform. Featuring brand ambassador Ranbir Kapoor, this first-of-its-kind film is our ode to the spirit of those disruptors, innovators, and changemakers who are crafting a new legacy for the future of lifestyle in India with their relentless passion and creativity,”
Talking about his experience, actor Ranbir Kapoor said, “Being a part of the Legacy Collective journey has been a thoroughly heartwarming experience. I really enjoyed working on the latest film that celebrates the power of building one’s own legacy in one’s own individualistic way. This is something that truly resonates with me as well, making it a project I will always cherish.”
Explaining the idea behind the campaign, Orchard Advertising Pvt Ltd head of creative Pravin Sutar said, “At its heart, Legacy Collective is about progress and inspiring everyone to embrace their individual journey to success by staying true to their passion. Our campaign reflects on the insight that when time is your ally, you can carve your own legacy. And the film featuring the imitable Ranbir Kapor, an icon himself, perfectly delivers this message to our audiences.”
The Legacy Collective aims to propel homegrown brands in India who have just begun their journey. With innate Indian traditions and heritage at heart intertwined with modern-day designs, the platform will further empower these brands to showcase their collection to a diverse set of inquisitive shoppers.
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.
