Ad Campaigns
Glitch in Haptik App ideas
MUMBAI: Haptik – India’s leading personal assistant app and first conversational commerce platform launched version 5.0 of the app and chose to do so with a new campaign with print, outdoor, digital and TVC ads. Conceptualised by The Glitch, the ad highlights a day in the life of a Haptik user.
Haptik co-founder & CEO Aakrit Vaish says, “I believe a great video is critical to the success of a consumer internet product marketing campaign. The Glitch team has lived up to our high expectations as a true video first agency.”
The Glitch creative director Petal Gangurde said, “To build the Haptik brand story we chose young, vibrant, urban style cues that demonstrate the fundamentals of technology-driven, efficiency-focused service excellence, while indulging the cool quotient. Therefore, brand communication drives home the role Haptik plays in our lives – Haptik is the intelligent, intuitive assistant you have always dreamt of – the kind that works round-the-clock; simplifies your life and always has your back.”
An assembly line of part-human, part-robot assistants, robed in slick suits, choreographed to perfection to an upbeat tune, which mirrors the exceptional customer experience offered by Haptik through swiftness of service, in order to turn every new user into a loyalist.
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.
