Ad Campaigns
Hyundai’s ‘Comebackpedia’ tops meme marketing
MUMBAI: Hyundai Motor India, India car exporter and second largest passenger car manufacturer, received an overwhelming response for its first-of-its-kind innovative digital campaign ‘Comebackpedia’ on the newly launched 2017 Grand i10. The campaign claimed to have garnered over 6.7 million views across social media. Based on humour, around 10,400 interesting Memes were generated by users and shared on social networking sites.
HMIL sr. general manager and group head – marketing Puneet Anand said, “We believe Hero Content always makes the brand distinctive and engages the user effectively. We took humour as the campaign driver by engaging the popular Humour Artists to do the Meme sourcing with fun elements..”
“Comebackpedia” campaign is the first of its kind done by an Auto Brand has utilized Meme marketing to capitalize on the huge popularity of these humor artists amongst the youth with the New 2017 Grand i10. “Comebackpedia”, is a unique encyclopedia of comeback memes with branded video content of popular humor artists like Cyrus Broacha, Vir Das, Mallika Dua, Amit Tandon, Vipul Goyal, Kaneez Surka and Rahul Dua.
The campaign was designed to invite fans to log on to www.itswowsome.com and create a MEME using the expressions of their favorite humor artists, by simply adding an interesting reaction to a comeback and share with their friends. The most unique MEMEs featured in the video series created by the artists and participants also got a chance to win #Wowsome merchandise.
The campaign related video content was released in three phases:
1st phase – humorous videos of the artists inviting fans to create comeback memes and engage with the brand.
2ndphase – ‘The Comebackpedia Show’, was released which featured winning memes and Artist’s hilarious versions of Come backs in a 2 episode show.
3rd phase included a dramatic, upbeat and humorous video which concluded the entire campaign with brand integration highlighting ‘The Drive with Besties’ when one buys a new car.
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.
