Ad Campaigns
Dream11 ropes in Tilt Brand Solutions to create biggest advertising campaign
MUMBAI: Dream11, India’s Biggest Sports Game has appointed Tilt Brand Solutions to conceive and create its communication programme for the much-awaited sports event in India – the IPL.
Speaking about the engagement, Tilt Brand Solutions chief business officer Rajiv Chatterjee said, “It’s great to have a brand like Dream 11 on board. The energy they have is infectious, and their willingness to experiment and take brave decisions, very motivating – just the type of brands and clients we want to partner with. We have some pretty exciting work in the pipeline and I’m sure we have a winner on our hands.”
Dream11 chief marketing officer Vikrant Mudaliar added, “Dream11, with over 5 crore users, is helping sports fans increase their engagement and connect deeper with the sport they love. Year on year, we have witnessed our highest growth during the IPL season and so naturally, it features significantly in our marketing calendar of the year; and so, Dream11 was looking for an agency that could bring a unique and refreshing perspective to Dream11’s brand proposition. In Tilt Brand Solutions, we found the desired energy, passion & commitment and the team’s combined experience and track record made them a suitable partner for us.”
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.
