Ad Campaigns
Ford India ushers in New Year with commitment to serve
Mumbai: American multinational automobile manufacturer Ford unveiled its latest campaign ‘Committed To Serve,’ underpinning the company’s promise of continued parts, service, and warranty support to customers in India. The new campaign that debuted with a print ad on New Year’s aims to drive home the promise of ‘quality of service with a family wali feeling’ among other services.
The 60-second digital and 30-second television spots that follow, also convey Ford’s Feels-Like-Family commitment message, using the power of emotional storytelling. The television ad spots will cover key genres like sports, entertainment, news, and films, stated the brand.
The campaign seeks to highlight the automaker’s service features such as accessibility of service and spare parts across its network in over 240 cities, competitive cost of ownership and transparency with service and parts price calculator, the promise of extended Warranty, among others.
The campaign #CommitedToServe film opens with the protagonist handing over the keys of her EcoSport to a Ford Service executive. The film then shows her enquiring if their old Ford Ikon can also be serviced, just to surprise her mother on her birthday. The Ford service person agrees instantly and then shows up in the evening, with both vehicles serviced and the old Ikon, decorated as new with a ribbon. The special ‘birthday’ gestures leave both women emotional and happy at their long-standing association with the car brand.
The film concludes with a voice-over highlighting Ford’s commitment to serving with a family-like commitment.
Restructuring operations to an asset-light business model, Ford plans to serve customers with its iconic vehicles, including the Mustang coupe, in the next phase of product introductions. Customers in India also look to benefit longer-term from the company’s plan to invest more than $30 billion globally to deliver all-new hybrid and fully electric vehicles, such as Mustang Mach-E, the company said.
After almost three decades of its operations in the Indian market, The FordMotor Company announced shutting down passenger vehicle manufacturing operations at its two plants in the country in September last year. Moving forward, Ford India will focus on the sale of imported vehicles only it had stated then.
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.
