Ad Campaigns
BIC Cello’s Cricket Fever Pack gives fans the opportunity to meet Jasprit Bumrah
MUMBAI: Cricket fans gear up to share the nets with the world’s number 1 ODI bowler, Jasprit Bumrah as BIC Cello ties up with the youth icon to celebrate the biggest year of cricket. With the launch of the new Cricket Fever Pack by BIC Cello, the leading writing instrument company in India, cricket fans have a chance to win a net practice session with Bumrah. Lucky fans will experience his unique bowling style first-hand while trying to score runs against his world-famous Yorkers.
The Cricket Fever Pack is a special edition writing kit launched earlier this season with five smooth Cello products: Cello Butterflow, Cello Buttergel, Cello Supreme, Cello Geltech Neon, and Cello Marky. The pack comes with a scratch card, giving 1,000 lucky winners the chance to win autographed merchandising, and 10 lucky winners an opportunity to participate in a net practice session with Bumrah.
Commenting on BIC Cello’s campaign, director – marketing, India Tanveer Khan said, “We are delighted to announce BIC Cello’s association with Jasprit Bumrah to celebrate this year’s cricket fever. We are very excited to offer our consumers the thrilling experience of sharing a pitch with the bowler known for his devastating Yorkers. We look forward to meeting and hosting the 10 lucky cricket enthusiasts from across the country.”
The BIC Cello Cricket Fever 360-degree marketing campaign kicked off last month with a new ad-film featuring the star player highlighting the activation to fans around India.
The contest will run till 10 September 2019 with the 10 lucky winners set to be announced on 14 September 2019.
To encourage men in blue, BIC Cello, through its digital activation is running a #WriteToCheer contest – from June 05 to September 14, 2019. Other exciting contests like ‘Draw To Cheer’ and ‘Bumrah Trivia’ brought a lot of cricket enthusiasts to participate and cheer for team India.
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.
