Ad Campaigns
Dentsu Communications creates new campaign for TVS Jupiter
MUMBAI: TVS Motor Company has launched a new campaign for its brand TVS Jupiter. The new ad campaign salutes and recognises the life mantra of the Indian Man –”apne se bhi zyada apnon ke liye.” The TVC has been created by Dentsu Communications and is currently on-air on a number of channels. It celebrates the dedication, hard work and the spirit of the Indian man who ‘enjoys doing more’ relentlessly through its brand philosophy.
Through this piece of communication TVS Jupiter not only celebrates the spirit of existing Jupiter owners, but also aims to scale newer heights by influencing new consumers to become a part of the TVS Jupiter family.
The objective for TVS Jupiter is to be the leading scooter brand of the country by gaining a higher brand preference amongst consumers. Going forward, the established rational positioning of ‘Zyada Ka Fayda’ will be reinforced with an emotional pay-off of the positioning.
Extensive research resulted in the company finding that TVS Jupiter was the TG’s Man-Friday that enabled him in fulfilling his responsibilities. It helped him get satisfaction by doing more and fulfilling his responsibilities better for his dear ones.
Hence the team at Dentsu Communications came up with a simple yet powerful thought “apne se bhi zyada apnon ke liye” to salute and recognise the spirit of the Indian man.
The film expresses this joy of doing more through the many ‘Zyada’ in their life – a caring father, a dutiful son, a community pillar, a responsible citizen or a dedicated patriot. Playing each life role is about drawing on the deepest reserves of physical, mental and emotional strength, so that his dear ones have more to build his life on. And no one understands this better than someone who has experienced this himself.
Each situation in the TVC has a common thread connecting it across the diverse geographies and cultures of India – the willingness to strive for the happiness of dear ones in every aspect of life.
Amitabh Bachchan as the brand philosophy evangelist magnifies the values and brings alive the brand philosophy behind ‘Zyada ka Fayda’. He keeps the spirit of ‘Doing More’ alive by celebrating and recognizing the contributions of these Indian men above everyone else.
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.
