Ad Campaigns
Fastrack onboards Sanya Malhotra as brand ambassador to launch its new ad campaign for Reflex Play+
Mumbai: Fastrack has roped in Sanya Malhotra as its new brand ambassador with the launch of a new campaign for Fastrack Reflex Play+.
Conceptualised by Lowe Lintas Bangalore, the brand’s latest campaign “#DoMoreWithYourHands” features Sanya Malhotra and Rohit Saraf.
The recently released film showcases the duo having a fun, flirty conversation seamlessly through their new Fastrack Reflex Play+ smartwatch, bringing alive the proposition that the watch lets you live your life hands-free with its BT calling features.
In association with Malhotra, the brand aims to amplify fun and edgy narratives with someone who personifies these qualities.
Commenting on the association with Malhotra, Fastrack marketing head Ajay Maurya said, “We are thrilled to have Sanya Malhotra on board for our brand’s new campaign. Sanya has never failed to make her vibrant presence known among the audience, and her strong and fun cinematic depictions of her characters always strike a chord. Fastrack is a brand that represents the young and their evolving styles. We are confident that Sanya would increase our brand’s resonance with our audiences and we are looking to make some iconic pieces of communication with her.”
Speaking of her association, Malhotra commented, “I am super excited about this partnership with Fastrack. It’s an iconic brand that I’ve loved for a long time. I’m looking forward to creating some fun stuff! Fastrack has always led conversations around youth culture, and I’m stoked to be a part of it. “
Talking of the creative side, Lowe Lintas regional creative head Shayondeep Pal added, “Fastrack has always stood for being youthful and quirky. These days, youngsters multitask. This film understands this Gen Z personality trait really well and seamlessly ties this in with the messaging: “#DoMoreWithYourHands.” There couldn’t be a better brand ambassador than Sanya Malhotra to convey the brand messaging forward!”
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.
