Ad Campaigns
Duroflex launches a unique yawn sleep song
MUMBAI: This World Sleep Day, Duroflex and Happy mcgarrybowen launched a very different product that helps aid better sleep, The Duroflex Sleep Song.
Conceptualised and composed by Happy Mcgarrybowen, the Duroflex Sleep Song is an audio track specially composed to gently soothe the listener into a deep sleep.
World Sleep Day is an annual celebration of sleep and a day to reflect on the importance of sleep for a healthy life. “We are a highly sleep deprived society and don’t consider sleep a priority for good health. As a brand, we are committed to raising awareness about the importance of sleep. Our products aid better sleep and The Duroflex Sleep Song is just another offering from us to help everyone sleep better. Track it free to download and we urge you to share it with people who deserve better sleep,” says Duroflex director of marketing Mathew Joseph.
Happy mcgarrybowen senior creative director Naren Kaushik Mudrakartha adds, “The key ingredient of the track is all kinds of yawns – because they are so contagious. While the bed of the track had a soothing arrangement, the yawns were built in to make anyone who heard it sleepy. And thus was born The Duroflex Sleep Song, a first for any brand. The best part was that we knew the track went viral quickly because we started receiving it as a forward from friends within a couple of hours of launching it.”
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.
