Ad Campaigns
Famous Innovations partners with Absolut Glassware to launch an on ground campaign
Mumbai: Famous Innovations, an independent creative agency, has partnered with Absolut Glassware and Laqshya Media Group to launch an on-ground activation that aims to create an inclusive world. The campaign encourages allyship and aims to foster a safe space for members of the queer community. Despite cultural, political, and legal progress made over the years nearly three in four Gen Z-ers still experience rejection from their families when expressing a non-heterosexual identity.
Absolut Glassware launched a digital campaign on guiding people about allyship and being an Absolut Ally, the digital films featured popular influencers, including Jay Anand, Haima Simoes, Anwesh Sahoo, Durga, Dutee Chand, Aniruddha, Patruni, Maitrayanee, Maya, and Anjali. The influencers share their journeys and experiences, creating a powerful message of allyship. Absolut Glassware has a strong history of working with the LGBTQIA+ community and has inclusion and diversity at its core. Beyond merely communicating, they hope and look forward to serving as change agents and having a significant impact.
The digital campaign has gained significant support from people online and inspired Absolut Glassware to bring the campaign on-ground.
Famous Innovations, Bangalore, recognized the opportunity to extend the digital campaign on-ground for Absolut Glassware by reflecting the colours of Pride and engaging the audience with relevant messages on an interactive LED display at Bandra Bandstand, Mumbai. By lighting up messages such as “Love is inclusive when you walk as an ally,” “Walk together into inclusive love” and “Step out of the shadows, be an ally”, the installation propagates the need for a safe space for people to explore their own identities, be themselves, and find their voice.
Famous Innovations creative head Melvin Jacob said, “The idea was inspired by the shared vision of Famous Innovations and Absolut Glassware that creativity has the power to change the world.”
When we conceptualized this idea, we wanted to create a safe space for members of the LGBTQIA+ community, where they can explore their own identity and be themselves. The key was to promote allyship everywhere – and encourage support for the members of the community. Small yet brave steps that anyone can take to aid this crucial movement of inclusivity.
Pernod Ricard India group head international brands Florian Sallabery said, “If this campaign helps at least one person feel more supported and comfortable with who he/she/they are, then we meet our objective.”
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.
