Ad Campaigns
Gulf Oil lauds truck drivers in new Raksha Bandhan ad film
Mumbai: Gulf Oil India has launched a digital film as a part of its on-going Gulf ‘Superfleet Suraksha Bandhan’ campaign to appreciate the truck drivers who have been behind the wheels to ensure an uninterrupted supply of essentials and medical supplies.
This digital film themed around the festival of Raksha Bandhan, depicts how sometimes even loved ones need to change their outlook. The film shows how the emotional bond shared by a trucker brother and his sister comes alive when she realises the hard work he has been putting in all through the pandemic.
Truck drivers have been engaged in delivering medical supplies including oxygen tanks, cylinders, and medical aid even during the most challenging times of this pandemic, sometimes compromising their own health. When this realisation dawns on her, the truck driver’s sister ensures his safety and well-being by getting him inoculated against Covid-19 at a vaccination camp organised by Gulf Oil.
Gulf Oil India, under the SurakshaBandhan campaign, has successfully vaccinated more than 10,000 truck drivers across the country, said the brand in a media statement.
“Throughout the pandemic, our trucking community has been on the roads, risking their lives, to address the demand, supply, facilitating the efficient movement of goods, essentials and medicines,” said Gulf Oil Lubricants India, MD and CEO, Ravi Chawla. “Gulf Oil recognises the challenging job undertaken by the community, involving long hours of functioning and limited family time, to support the economy and country. With this vaccination drive, we were able to educate, inoculate a part of the trucking community and ensure safeguarding them against the novel coronavirus. We would like to thank our trucker brothers for coming out in numbers and using this opportunity to get vaccinated.”
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.
