Ad Campaigns
Blink Digital gets KFC ‘confidential’
MUMBAI: Digital agency, Blink Digital has devised an innovative route for launching a new product by food giants KFC. Creating a departure from the usual route, they have launched KFCConfidential.com – an exclusive website which can be accessed only by one person at a time, for 30 seconds only. The website is created for the launch of KFC’s new product which is yet to be announced. 150 visitors who access the website will stand a chance to win private passes to KFC’s exclusive pre-launch event slated this week.
The agency conceptualized this innovative approach keeping in mind the market trends and consumer engagement habits. The idea of a ‘secret supper invitation’ for something yet to be introduced was daring, innovative and found an instant connect with the consumers.
“We are committed to delivering campaigns that are driven by deep human truths. As experiences are becoming increasingly ubiquitous, consumers are on a constant lookout for newer ways of engagement. With KFC Confidential, we followed a philosophy of ‘less is more’. Instead of bombarding consumers with product advertisements, we decided to keep this campaign aspirational and use a pull approach rather than a push one. The website has no product images; in fact, it doesn’t even have the product name. The response it has received so far has been tremendous,”” said Blink Digital, co-founder and creative director, Dooj Ramchandani.
The website has already recorded over 28,000 users waiting in line for over 5,100 hours to access the website – the maximum time spent waiting by a single user currently stands at 70 minutes at the time for drafting this release!
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.
