Ad Campaigns
Colors Infinity launches limited-edition ‘Shark Fin Sippers’ to create buzz around Shark Tank 10
MUMBAI: Colors Infinity came out with an out-of-the-box experimental marketing campaign for the premier of the 10th season of its famous show ‘Shark Tank’ in India. The campaign did not talk about the show but used an interesting made up energy drink and sipper, ‘Shark Fin Sipper’, to create buzz around the show.
Known for its absurd promotional campaigns, energy drinks cater to a saturated market and it would have been really difficult for the brand to disrupt this market. Therefore, it worked with an agenda to cause disruption in the viewers’ minds and intrigue the audience.
Colors Infinity introduced Shark Fin Sipper as a revolutionary new sipper/energy drink that doesn’t give you wings but works as a magical potion that gives you mind-blowing business-worthy ideas to resolve any problem. Starting with the most common street problem, witnessed by every citizen, Paan (beetle leaf)–spitting on walls, it launched a video campaign on social media promising an unconventional solution to the problem in form of a special wall paint that bounces the spit back at the perpetrator.
The product was introduced as a limited-edition property, and the video garnered an overwhelming response from the viewers who could then share the weirdest problems to win the merchandise. A lucky few also received a thunderbolt, when they opened the package and found a message-in-a-sipper – “Ideas don’t come out of a faucet, but for more inspirations and crazy ideas tune in to SHARK TANK.”
Garnering an exceptional number of entries, the sippers went out of stock within a few days of the portal going live. The campaign also managed to attract a lot of attention on social media in terms of mentions, interactions, and shares.
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.
