Ad Campaigns
Dhoni sings ‘Bole Jo Koyal’ in EMotorad’s viral e-cycles campaign
Mumbai: EMotorad dropped a new campaign that got MS Dhoni singing ‘Bole Jo Koyal’ while riding their e-cycle. The video is an ode to the meme that went viral in 2019, leaving Mahi fans in splits that featured a Mahi look-alike grooving to Bole jo Koyal. The brand wanted to bring the same meme to life, but this time, getting Dhoni to sing the song while educating customers about their e-cycles. A huge win for the internet.
In their latest ad campaign, MS Dhoni is riding a T-rex Air EMotorad e-cycle from their premium Desire range. The ad shows two animated koyals admiring Captain Cool and his brand-new ride while discussing the cycle’s features, such as its removable battery, 70-plus km range, and other specifications.
Sharing his insight on the campaign, EMotorad CMO Aditya Oza commented, “Our aim was simple. We wanted to bring the magic from memes and give MS fans something they were waiting for. MS was such a good sport and open to new ideas while doing something different! Infact, he is one of the very few who trolled his trollers and they loved it too! What an end statement for the entire thing. MS holds a special connection with this wildy famous song, and I too, along with countless fans, wished to see him synergise this once! We love the reactions and are thrilled to bring together two icons – Dhoni and the ‘Bole Jo Koyal’ song – in a way that celebrates joy, humour, the spirit of adventure, and our very own e-cycles. This turned out to be a ‘break the internet moment’ and partnering with Dhoni makes it even more special as we aimed to promote electric cycles in a fun way!”
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.
