Ad Campaigns
Ceat takes one more step towards road safety; teams up with Party Hard Drivers
MUMBAI: Ceat Ltd. has roped in a chauffeur’s service, Party Hard Drivers (PHD), taking forward their aim to make Indian roads safer, reducing road mishaps and drink-drive cases. As part of their association, Ceat will effectively engage with PHD customers through calls and SMS when they register to the service.
Party Hard Drivers ensure that party-goers are driven home safely in their car after parties. PHD will provide their reliable and secure service to citizens; thereby playing a key role in spreading the road safety message.
Speaking about the new initiative, Ceat Ltd VP marketing Nitish Bajaj asserted, “With increasing drink and drive instances in cities like Mumbai and Pune, driving awareness on the importance of safety is clearly a need of the hour. We are yet again taking to the target audience, our core focus of staying safe while driving by associating with Party Hard Drivers. We hope to create a positive impact through this initiative.”
Ceat has also initiated a nationwide road safety drive under the name of Drive Safe Dad aligned with the Road Safety Week. The campaign engaged with 500 children in Mumbai across the 5-10 year age group aiming at educating children on the nuances of safe driving in a fun manner.
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.
