Ad Campaigns
Coca-Cola India launches TVC campaign #VIORunWithIt
MUMBAI: After a successful pilot launch earlier this year, VIO – the ready to drink, flavored milk offering from Coca-Cola India launched its maiden ad campaign on July 24th which is being aired in Andhra Pradesh and Telangana along with the digital launch in other states. Building on the goodness of milk protein and the energy provided by it, the campaign focuses on the proposition ‘Run With It’. The concept revolves around leveraging VIO’s ‘Real Milk. Real Protein.’ benefit to enable today’s fast-paced, multi-tasking youth to ‘Run With It’ and lead an active lifestyle.
The campaign aims to build a deeper connect with the consumers and urges them to:
‘Believe’- in the power of milk protein inherent in VIO,
‘Feel’ – that the power when unleashed will help them lead an active, healthy life and
‘Do’- switch to VIO and activate a healthy lifestyle in their everyday moments.
Emphasizing on the power and strength required for leading a multi-tasking lifestyle, the TVC showcases the protagonist in multiple scenarios and his ability to accomplish fast paced, intense activities such as running, cycling etc. with the help of VIO. As the protagonist transitions from one activity to the other, VIO Flavored Milk gives him the power to navigate through the race of life.
Speaking about the campaign, Coca-Cola India South west Asia liquid foods director Abhishek Jugramn said, “VIO aims to establish new consumption occasions for the consumers, over and above the standard in-home consumption. The product is packed with Milk Power and targeted for on the go consumers. It ensures that we cater to the target consumers’ preference for products that offer functional benefits, and yet are differentiated. We have put in a new dimension to the traditional beverage right from the brand name, VIO – an easy to pronounce, disyllabic word that is contemporary and aspirational, along with a refined and attractive Visual Identity System. Through the latest ‘Run With It’ campaign, we aim to build higher brand recall and awareness about VIO through TV, print and digital platforms. We expect VIO to set the trend in making out of home, on-the-go milk consumption in vogue for consumers for different age groups across the social strata”.
Conceptualized by Swapan Seth of Equus, the film has been directed by Marlon Rodrigues and produced by the production house – Show and Tell. The 360 degree campaign leverages mass media on larger than life OOH sites in Maharashtra, Goa, Andhra Pradesh and Telangana. The campaign also leverages key social media platforms including:
Facebook:https://www.facebook.com/vioflavoredmilk/?fref=ts,Twitter:https://twitter.com/Vio_India, Instagram:https://www.instagram.com/vioindia/ along with presence on radio and print.
VIO flavoured milk has been developed jointly by Coca-Cola India and its largest bottling partner, Hindustan Coca-Cola Beverages Pvt Ltd. Made from milk sourced from dairy farmers, VIO has been formulated with a blend of delicious saffron, pistachio and almond flavors in the respective ‘Kesar Treat’ and ‘Almond Delight’ variants. The product contains no added preservatives and promises to provide the consumers with wholesome goodness of milk in every drop and is available in a convenient 200ml Aseptic Tetra packaging at an attractive price point of Rs 25/-.
The new offering further expands Coca-Cola’s existing portfolio of beverages, providing consumers more choices. VIO is now available in over 30 cities across the country. In addition to this, it has also been launched in General Trade outlets in Telangana, Andhra Pradesh, Maharashtra and Goa. The product is also available across all leading modern trade and cash & carry players in all metros and most tier-1 towns across the country. It can also be procured through Hindustan Coca-Cola Beverages Pvt. Ltd.’s online retail portal -www.coke2home.com.
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.
