Ad Campaigns
BACARDÍ launches new campaign ‘If it Moves you, #ItsAMood’
Mumbai: For over two decades, BACARDÍ India has been synonymous with culture and has remained dedicated to making moments matter for consumers in India. Capturing the pulse of today’s generation, BACARDÍ MIX’R today launched its first-ever localised campaign for young Indian audiences – ‘#ItsAMood’.
Consumers in India are constantly evolving and increasingly seeking engaging experiences that resonate with them. With India as one the top five markets for Bacardi globally, the company continues to remain agile through product innovations like BACARDÍ MIX’R for new-age discerning consumers, strengthening its position as one of the largest and most beloved brands in India.
Commenting on the launch of #ItsAMood, BACARDÍ, brand lead-India & SEA Sameeksha Uniyal said, “At BACARDÍ, our consumers are at the heart and soul of everything we do. Encouraging consumers to do what moves them, we are extremely excited to launch our first-ever campaign #ItsAMood, produced in India, for India. Over the past two decades global insights and platforms have guided our efforts and have helped lay a strong foundation for our journey in India. But as our consumers evolve, we have shifted our strategy towards a more localised approach, with an aim to unlock a new world of BACARDÍ MIX’R in a relatable way.
Built on the insight that today’s generation is celebrating uniquely and owning each moment be it big or small, the campaign leaves consumers with a message that be it emotionally, physically or mentally- ‘If it moves you, ItsAMood’. As we launch #ItsAMood across platforms and channels and amplify it with our existing IPs such as BACARDÍ NH7 Weekender and CASA BACARDÍ as well as new experientials, we hope to evolve this campaign idea for the brand into a space that celebrates creativity, community, and culture with something for everyone.”
The #ItsAMood campaign kicks-off with a brand film that exudes the feeling of liberation and captures how today’s generation socialises and makes connections differently. Set to the tunes of latin-classic ‘Magalenha’ blended with Bansuri undertones, the film features youngsters in their element united by a shared love for travel, music, food, dance – and everything aesthetic. From vibing till sunrise on the sandy beaches, to doing a happy dance when the street food is bussin’, the campaign captures the essence of ‘If it moves you, it’s a mood’, resonating with the audience on a deep emotional level.
Sharing the vision behind the campaign, Virtue Worldwide ECD Ciaran Bonass said, “At VIRTUE (the agency by vice) we have always championed diversity and self expression. We also recognize the next generation’s idea of having fun is changing. It’s a Mood perfectly celebrates the everyday moods worth celebrating and promotes the joys and different ways of being our true self. Judgment free. At the heart of the campaign is an invitation to let go and be yourself. A powerful message for India’s youth of today in feeling the power of individualism.”
With an aim to connect with the new generation through the platforms they love, BACARDÍ MIX’R is adopting a 360-degree fully integrated approach to roll out its new India positioning across Digital, Social, Cinema, TV and Experentials. To watch the full film for the #ItsAMood campaign by BACARDÍ MIX’R.
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.
