Ad Campaigns
FCB Ulka makes ‘retouching’ real for Pixarom
MUMBAI: FCB Ulka Bangalore has created a new campaign for Pixarom — a comprehensive post production studio that provides creative solutions for print and digital media. The campaign captures the perfection of retouching which looks so real that the viewer feels that he/she is in the scene performing it.
The campaign was created from a point of view of the retoucher. The idea was to highlight the fact that retouching brings out the much needed perfection which makes the picture come to life.
The tools of Photoshop, Illustrator and Maya have been used as devices to establish the retouching that is being done on the images. From magic tool to brush tool and the pen tool, in each of the images the icons have been used to show image enhancement.
Commenting on the campaign , Pixarom CEO Steve Koh said “When I first heard the idea, it instantly brought a smile on my face and I said, ‘We will do it.’ The brilliance of this campaign is in its execution itself, which is our forte. Usually, we do retouching and campaign creation for other brands, but, for a change, we are delighted to have created our own campaign promoting Pixarom Imagerom.”
FCB Ulka Bangalore senior creative director Vinci Raj said, “In any art, we usually give life to an idea through photography, retouching, production, etc. Why can’t these then create the idea?”
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.
