Ad Campaigns
Hercules Cycles, Dentsu Webchutney launch action-packed TVC #MadeForMore
MUMBAI: Hercules, one of India’s most iconic bicycle brands, has teamed up with Dentsu Webchutney to unveil a brand new nail-biting television spot #MadeForMore.
This legacy brand from the house of TI Cycles, has always appealed to the social construct of the Indian male teenager – adrenaline-fuelled, rough-and-tumble, in high need for bravado. However, it was time to reassess what the Indian teenager of 2019 stood for. A qualitative study conducted by the agency portrayed today’s teenager as someone who is empathetic, who feels the need to build a better society and form deeper relationships. From this emerged its new positioning #MadeForMore.
Commenting on the film, Dentsu Webchutney associate vice president GD Prasad said, “Re-positioning a brand that caters to the Gen Z audience can be rather tricky. Our team spent weeks conducting their research and testing multiple versions of the script to see which would work best for the India of tomorrow. In the end, we believe we’ve created a film that doesn’t just appeal to them visually but also captures their pulse and personality.”
Conceptualised and produced by Dentsu Webchutney, the creatively-led digital agency from Dentsu Aegis Network, in association with CATNIP Productions, the film captures how the rugged & fierce Hercules bicycle enables the protagonist to do more and push his boundaries.
TI Cycles head – design and marketing Sushant Jena said, “2019 is a very exciting year for us. As market leaders, our objective is to keep surprising our consumers with the next big thing. We’ve put in a lot of effort into creating our most aggressive range of Hercules bicycles yet, and we needed a bold commercial that does our cycles justice. For us at TI Cycles, #MadeForMore isn’t just a brand proposition, we treat it more as a brand truth that enables us to stay ahead of the game.”
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.
