Ad Campaigns
Digilicious launches #realMovesWithVicky Hook Step Challenge for realme 15 Pro
MUMBAI – As part of the much-anticipated launch of the realme 15 Pro, Digilicious collaborated with realme India to conceptualize and execute the high-energy #realMovesWithVicky Hook Step Challenge. Spearheaded by Bollywood actor Vicky Kaushal, the campaign leveraged the power of short-form video to generate massive user engagement and celebrate the spirit of self-expression.
In this nationwide campaign, users were invited to recreate a signature hook step from the realme 15 Pro launch film—adding their personal twist and flair. Participants shared their dance entries on Instagram Reels with the hashtag #realMovesWithVicky. The most creative submissions stood a chance to win the newly launched realme 15 Pro and exclusive brand merchandise.
To ignite the campaign and amplify its cultural relevance, Digilicious onboarded and managed a curated lineup of 18 popular creators and influencers, including Isha Malviya, Akash Thapa, Shazia Samji, Justin D’Cruz, Sheetal Gauthaman, Lakshay Gaur, and others. Their participation set the tone for the challenge, driving virality and audience excitement across digital platforms.
“Our goal was to create a digital moment that resonates with young India and reinforces realme’s innovation-led identity,” said Digilicious co-founder Kumarr Satyanshu. “By blending influencer storytelling with platform-native creativity, we were able to turn a product launch into a celebration that was both participatory and memorable.”
The campaign achieved strong organic traction on Instagram, underlining Digilicious’ strategic focus on youth-led, culturally immersive marketing. Through compelling choreography, community participation, and creator-driven content, the #realMovesWithVicky challenge brought the realme 15 Pro launch to life in a way that was bold, engaging, and deeply digital.
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.
