Ad Campaigns
Farmley doesn’t have an IPL campaign – or does it?
Mumbai: Farmley, a wholesome snacking brand, has launched its latest social media campaign called ‘We Don’t Have An IPL Campaign’. Instead of diving into the mania of IPL promotions, Farmley’s social media feeds have become the go-to destination for hilarious takes on the ongoing cricket action.
Going beyond the predictable, Farmley has opted for a subtle and light-hearted approach with “We don’t have an IPL campaign” which is all about taking a break from commercials and focusing on the nail-biting matches that IPL is actually meant for. Set in the background of desi heartland, Farmley’s posts have been a rollercoaster ride of humour and wit that have tapped into the pulse of netizens by embracing meme culture. Moreover, via influencer collaborations, the brand is taking a 360-degree spin on the IPL campaign.
Senior manager – social media & content Simran shared her excitement, saying, “With our ‘We don’t have an IPL campaign’, we’ve tried to break the clutter and also bring a whole new level of relatability to the saturated market of regular IPL campaigns. It’s been an absolute blast seeing fans engage with our content and share the laughter far and wide.”
This IPL season, host your IPL watch parties with Farmley’s wholesome snacks, that are not just flavourful and crunchy but also healthy. With Farmley’s munchies that are made from makhanas, you can now munch onto wholesome snacks without thinking twice. Farmley’s nutritious and delightfully tasty range is now available on leading online platforms like Amazon, Flipkart, Blinkit, Zepto, and Instamart, as well as in retail stores near you.
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.
