Ad Campaigns
British Airways Indian campaign wins Hollywood award
NEW DELHI: The “Fuelled by Love” campaign created by SapientNitro for British Airways has become the first Indian campaign to have won an award under the online video category at the A-list Awards, Hollywood.
British Airways “Fuelled by Love” – the bronze champion is an ad campaign for the Indian market, highlighting the airline’s sense of love, respect and sincerity to their association with India.
The A-List Hollywood Awards are one of the first creative competition of its kind in Hollywood, honouring excellence and innovation intersecting between advertising and entertainment across all platforms.
The video has crossed over 1.8 million views on Youtube till now and showcases the story of how a British Airways crew member falls in love with India during her first visit to the country and her emotional connect with one of the passengers.
Directed by Neeraj Ghaywan, the critically acclaimed director of the Bollywood movie Masaan, the British Airways “Fuelled by Love” film went live in February this year, and follows the story of a young cabin crew member of British origin who is flying to India for the first time.
“We are extremely proud to get acknowledged for our work done for British Airways, at highly reputed international platforms such as the A-list Hollywood Awards. At SapientNitro, we strive to create connections across the physical, virtual and emotional spaces to create heart touching campaigns. It’s a great honour and I extend my best wishes to everyone involved” said SapientNitro India Chief Creative Officer K.V Sridhar (Pops).
Neeraj Ghaywan, Director of the film tweeted out to announce the news saying – “#FuelledByLove A campaign for @British_Airways that I had directed won a Bronze at the A List Awards, Hollywood. Thank you for the wonderful team! Agency @SapientIndia: @kvpops @endowscopy, Surjo Dutt, @theniketkumar, Tulika and Client: Priti Khurana!”
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.
