Ad Campaigns
BBH India wins creative duties of UniScholars
Mumbai: UniScholars, a premier and rapidly growing integrated study-abroad platform with end-to-end solutions across a student’s ‘Study Abroad’ journey has assigned its creative mandate to BBH India, a creative agency under Publicis Groupe India.
In a hotly contested multi-agency pitch, BBH India stood out by demonstrating sharp digital-first thinking at the forefront of its strategy and creativity. The business will be managed by the Mumbai office of BBH India.
As part of the integrated mandate, BBH will partner with the UniScholars team to develop a strong identity and brand salience among the target audience, supporting them in their ambition of making the brand a partner of choice for students looking to study abroad.
BBH India has grown into a creative powerhouse with offices in Mumbai and Gurugram and a repertoire of highly effective, consistent, and modern marketing solutions spanning across advertising, design, digital, consulting, and experiential. The agency has created award-winning integrated campaigns for brands like Uber, Tinder, Caratlane, Times Prime, Coverfox, OkCupid, and Acko Insurance in the tech space.
Speaking on the win, BBH India COO & MD Himanshu Saxena said, “BBH India has great reputation of building digital-first brands with modern creativity and full-funnel solutions designed for digital, social & e-comm platforms. We love brands with bold ambition and found the UniScholars team brimming with the same spirit. Super excited to bring to life our ‘Zag’ quotient while partnering UniScholars for future success!”
UniScholars CMO Abhishek Sharma added, “UniScholars was established in 2021 with a steadfast mission to mitigate any obstacle a student may face while pursuing their aspirations to study abroad. As a company, we have achieved several significant milestones, and we are now keen on enhancing our visibility among students who encounter such challenges. We are confident that BBH will be able to help us with creative excellence to connect with our audiences. In pursuit of this objective, our partnership with BBH is aimed at achieving our goals of reaching out to students across India through creativity.”
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.
