Ad Campaigns
Budweiser says face your fears in Halloween
MUMBAI: Halloween is not about being timid and shy, it’s about being fearless! This Halloween, Budweiser urges consumers to come forth and face fears on their own terms.
The campaign brings together multi-faceted elements to turn this dark night into one of revelry by unlocking freedom like never before. The Halloween week will be ushered in with an anthem by American song writer and Grammy nominee, Kehlani Parrish in collaboration with Budweiser. The song called ‘Touch’ went live on Kehlani’s various music platforms on 14 October 2017.
Joining the ‘Fearless’ movement are popular personalities like Kavya Trehan – singer-songwriter and one-half of indie pop band Mosko, Shaan – the talented and youngest ever electronic DJ/music producer in India and one of the first Indians to play at Tomorrowland and India’s leading super model – Erika Packard. Through a series of fun engaging videos, these trendsetters will reveal their most irrational fears.
AB-Inbev associate marketing director Vineet Sharma says, “Globally, Halloween is one of the most celebrated occasions and we are truly excited to bring the fear and fervor associated with it to India. We believe that one can be free by being fearless and through this campaign Budweiser is giving fans a chance to face their fears.”
For those who enjoy playing dress up and going all out on Halloween, celebrity Makeup Artist Elton J Fernandez has created a DIY Halloween make-up tutorial urging his fans to be a part of Budweiser’s #JoinTheFearless movement.
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.
