Ad Campaigns
Colors partners with Seagram’s Imperial Blue and Wavemaker India for its latest new year’s campaign
Mumbai: This New Year, Seagram’s Imperial Blue packaged drinking water has partnered with Colors and Wavemaker India to launch AI technology-driven personalised new year greetings. The campaign will feature celebrities from its last two co-created campaigns – Karan Kundra, Pratik Sehajpal, and Nishant Bhat.
This is the first time a brand in this category has used AI technology to do such an innovative campaign. Multi-talent and multiple-syllable voice video synthesis has been crafted and deployed as a category-defining innovation.
Pernod Ricard India general manager of marketing Ishwindar Singh commented on the partnership, saying, “It’s great to partner with Colors on this AI-enabled, clutter-breaking innovation. This unique partnership will enable our audience to surprise their loved ones with a personalised, light-hearted new year message featuring their favourite TV stars. With Colors, we are happy to create a unique moment of conviviality between Seagram’s Imperial Blue packaged drinking water, our consumers, their family, friends, and loved ones—and for the first time—their favourite stars. Spreading cheer during the new year aligns strongly with the brand’s core philosophy of inspiring its patrons to embrace life with a smile.
Viacom18 head of branded content Vivek Mohan Sharma said, “It’s a one-of-a-kind, breakthrough campaign where we are experimenting with newer ways to integrate technology in brand stories. This creates a high impact, immersive experience for consumers. We are proud of this innovation and grateful to our partners for trusting our vision.”
This AI activity will encourage the viewers to go to a microsite at www.colorstv.com/becausemenwillbemen, select their favourite artist they would like wishes from, enter the names, and the video will be created with personal wishes from their favourite celebrities. The videos will be downloadable and shareable on WhatsApp and social media sites like Facebook.
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.
