Ad Campaigns
FCB India opens ‘Urban Jungle’ office in Gurugram, designed by Brawn Globus
MUMBAI: Jungle fever has hit Gurugram — not in the streets, but inside FCB India’s brand-new office.
The creative agency has swung into its freshly minted 28,000 sq. ft. space, designed and built by Brawn Globus, and it’s anything but a corporate cage. Themed “The Urban Jungle”, the workspace is a leafy, raw-edged playground where bold ideas are meant to grow as freely as the potted palms.
Gone are the grey cubicles and hushed hallways. In their place stand open zones, nature-inspired corners and collaborative layouts that blur the line between imagination and reality. From biophilic design details symbolising growth to textures that invite conversation, every inch of the office feels less like a workplace and more like a living concept.
“We are proud to have partnered with FCB India in creating a space that is as bold and inventive as the brand itself,” said Brawn Globus, managing director, Sandeep Singh. “The Urban Jungle office demonstrates our philosophy of blending design innovation with flawless delivery. Advertising thrives on imagination without boundaries. We wanted the workplace to be as inspiring as the ideas the FCB team creates every day”.
For Brawn Globus, a heavyweight in design-and-build, the project is another feather in its architectural cap. For FCB, it’s a physical reminder of its ethos: fearless, inventive and always ready to colour outside the lines.
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.
