Ad Campaigns
Gatorade releases TVC for CWG 2018
MUMBAI: As the Commonwealth Games (CWG) 2018 opening ceremony commences in Australia (Gold Coast), sports drink brand, Gatorade has released a new TVC bringing alive the truth of sweat replenishment.
Scheduled to air during CWG on digital and TV, the new TVC is a reflection of Gatorade enabling athletes to win from within by providing the right balance of fluids, carbohydrates and electrolytes.
As the world’s leading sports drink brand, Gatorade has been powering the Indian brand ambassadors badminton player PV Sindhu and javelin thrower Neeraj Chopra to push their limits and fight for gold at CWG this year. Ever since coming on board, both Sindhu and Chopra have been able to extensively understand and work on their hydration, training and match-day nutrition needs.
The film features a runner at two different stages of his training connected by a Gatorade bottle that has been metaphorically placed as a baton between the sweating and the replenished athlete. Therefore, the film reflects Gatorade refuelling athletes, pushing them to train harder and perform better.
In line with Gatorade’s core belief to ‘Win from Within’, the new TVC cuts across all barriers of countries and language to resonate with every athlete participating in the CWG, pushing their own limits to strive until the finish line.
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.
