Ad Campaigns
Hyundai prompts young Indians to #BeTheBetterGuy
NEW DELHI: If life were a video game, Indian roads would be Grand Theft Auto. Because how often have you witnessed rash driving, red light jumping, speeding, been involved in a fender bender, or worse? And for most people, the customary response to being embroiled in a traffic dispute is anger. As per 2015 statistics released by National Crime Records Bureau (NCRB), 4.09 lakh incidents of road rage took place on Indian roads.
In this regard, the #BeTheBetterGuy – Road Safety initiative is a continuous effort from Hyundai Motor India to spread awareness and sensitise masses about the importance of road safety. It recently commenced phase four of the #BeTheBetterGuy movement. The initiative highlights the road safety practices through innovative and engaging content to bring behavioural change among all the stakeholders.
Additionally, the recently launched 'Respecting the New Normal' campaign strongly advocates safe driving practices, maintaining hygiene and social distance, cultivating the habit of wearing masks when driving or riding in the car, and periodic car sanitisation for safety.
Hyundai Motor India MD and CEO SS Kim said, “Realising our vision of ‘Progress for Humanity’ we are committed to curating unique social messages that instil Road Safety habits amongst individuals. The #BeTheBetterGuy campaign has become instrumental in generating the much-needed impetus towards road safety. In the new normal where the preference for personal mobility has gained more importance, it becomes even more important to sensitize the millennial generation about road safety.”
#BeTheBetterGuy road safety initiative is a flagship campaign of Hyundai Motor India since 2016 highlighting the need to observe safe driving habits such as following speed limits and traffic rules, avoiding the use of mobile phone while driving, usage of the seatbelt, avoiding drunk driving, discouraging underage driving and pedestrian safety.
Past three phases of #BeTheBetterGuy were a huge success, winning several accolades from eminent Indian media. Under the ‘Safe Move’– Road safety initiative, Hyundai is also conducting programs with RWAs to enhance awareness and understanding of road safety rules, thereby helping create a safe and happy society, where both drivers and pedestrians can enjoy a safe environment.
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.
