Ad Campaigns
Idea’s #SabkaTimeAagaya TikTok dance challenge hits a record 3 Bn views within 4 days
MUMBAI: Brand Idea, over the weekend, kept netizens hooked on to TikTok through its ongoing #SabkaTimeAagaya challenge which kept trending right from the start of the campaign on 23rd August. It has now garnered a record 3 Bn+ views with over 5000 user generated videos within just four days of the campaign.
With this engagement program, Brand Idea has surpassed the targeted views and user generated videos expected on the platform, creating new benchmarks of engagement on TikTok.
Brand Idea collaborated with popular TikTok content creators such as Awez Darbar, Riyaz, Arishfa, Jannat Zubair and others who kick started the challenge recreating the Idea dance step. Soon, many of their followers, all dressed in the brand colour, got into the groove and posted videos recreating the dance steps. Some of the users went a step ahead and used their acting and editing skills using the app, to create engaging content.
Amongst many influencers who actively took the challenge, @hydroman did the Idea celebration dance step underwater. Another famous TikTok artist, Riyaz received the highest views with 2 million watching his dance moves while Jannat Zubair won hearts too with 216K views.
The most popular videos will be featured by Idea on its Facebook and Instagram pages for further amplification.
Brand Idea has been known for creating iconic and popular ads based on catchy tunes and jingles that always got the nation hooked and grooving. With the recent, #SabkaTimeAagaya TVC, created by BBDO, Brand Idea is promoting its ‘Har Recharge Pe Extra’ offer, under which every time an Idea subscriber does a recharge, she/he gets rewarded with extra benefits which can either be extra data or unlimited calls or cashback. The TV ad shows people from all walks of life dancing to the vibrant, lively and happy catchy tune triggering a celebration, which the brand is now amplifying on Digital.
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.
