Ad Campaigns
Father’s Day: CEAT highlights in its #OneManManyRoles campaign father-daughter bonding
Mumbai: CEAT launched a new campaign #OneManManyRoles to celebrate the various roles fathers play to ensure their child is always safe.
Executed by Kinnect, the campaign resonates with the brand’s commitment to providing tyres that cover all the bases, are dependable, versatile, and stand for quality that inspires confidence.
The campaign film highlights many different hats that are donned, both literally and figuratively, by the caring father of a young daughter. There are several father-daughter moments shown in the film – whether it is the father chauffeuring her as she continues her shopping spree and anxiously waiting outside to pick her up from a late night party, or being a sleuthing father who is curious to know her date’s name. He’s the one exhorting her to work harder when she falls short in a competition, or sharing the joy of her success, and is simply being there for her at every step.
A father’s resolute shouldering of these different roles, which is being celebrated by CEAT through this campaign, is also mirrored in CEAT’s continuing endeavour in providing a solid, reliable and safe drive with SecuraDrive SUV Tyres.
CEAT COO Arnab Banerjee said, “Father’s Day was an appropriate occasion for us to laud the many roles that a father plays to provide the support that his children need. We, at CEAT, are dedicated to playing our own role for our customers in making sure that our tyres provide the same level of confidence that a dedicated and caring father inspires in his children.”
Speaking of the campaign, Kinnect executive creative director Ashish Tambe said on the release of the film, “If the role of a father in a child’s life had to be expressed in two words, it would simply be – Being There. And often, this ‘being there’ is just assumed by default. We’ve shed light on the diverse roles that fathers play to make sure they are always there for us. The film then connects how brand ‘CEAT’ plays a key role to facilitate Dads in ensuring safety, as they juggle these roles.”
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.
