Ad Campaigns
GS Caltex | Kixx unveils third edition of #AllWaysWithYou’ campaign
Mumbai: GS Caltex | Kixx, a manufacturer of premium lubricants/petrochemicals and base oils, has launched its third edition of Kixx Friendship day campaign, ‘#KixxAllWaysWithYou’, on this year’s International Friendship Day. The campaign features three captivating one-minute digital videos, launched across various social media platforms. With this campaign, the company aims to boost brand awareness and strengthen its bond with consumers by highlighting the loyalty of true friendship and the dependable support Kixx engine oil offers to vehicles.
Inspired by the tradition of friendship bands, the campaign presents touching stories of friends — Soham, Vikrant, Sandy, and Rohit—illustrating how friendships enrich our lives. The theme, “Dost jo na season dekhte hai na reason puchte hai, bas chal padhte hain to be always with you,” beautifully captures the spirit of true friendship.
The campaign has been conceptualised by Rajeev Dusa and Rishabh Shrivastava & team. It beautifully presents the idea that just as friends stand by each other through thick and thin same like Kixx Engine Oil promises to be there for the vehicles in all conditions/terrains. This creative approach not only celebrates all kinds of friendships but also positions Kixx as the steadfast friend every vehicle needs, always ready to protect and support in extreme conditions.
Speaking about the campaign, GS Caltex | Kixx general manager – marketing K Madhu Mohan said, “Our ‘#KixxAllWaysWithYou’ campaign creatively explores the bond between a vehicle and Kixx engine oil, reflecting the unconditional support akin to true friendships. We’re thrilled to launch Kixx Friendship Day third edition, featuring a series of engaging DVCs that perfectly capture the essence of true companionship. We invite everyone to join us on this heartwarming journey, celebrating Friendship Day with your friends who are truly ‘always with you’, reflecting the trust and reliability that define both great friendships and Kixx Engine Oil.”
The campaign is set to make a powerful impact by forging an emotional connection between the audience and the brand through relatable and engaging content. The campaign aims to enhance brand recall and foster deeper customer loyalty, particularly among vehicle owners.
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.
