Ad Campaigns
IdeateLab repositions as “The Outcome People”
Mumbai: In a move to mirror the evolving business & marketing ecosystem, IdeateLab – a leading independent digital-first marcom solutions provider – has repositioned itself as “The Outcome People.”
While most agencies and collaborations stop at output, IdeateLab seeks to go beyond and aim to deliver outcomes that truly matter to its clients.
“In the BANI world, getting the best output is not enough. In order to achieve the best outcomes, businesses need to create and embrace the best outcomes themselves. IdeateLab is partnering clients in bringing this mindset shift – to help reshape their thinking about their products & services in order to achieve business outcomes”, said IdeateLab chairman Dr. Bhaskar Das.
To reflect the new thinking and focus, the company has refreshed its identity and digital assets. IdeateLabs becomes IdeateLab, and dawns a crisper, contemporary logo.
The company has outlined three key pillars to engage with clients, such that ‘outcome’ becomes the currency:
Differentiated approach: IdeateLab starts at the Business Objective level, not just marketing or communication objective. And identifies the role it can play to make a visible and sustained difference to the clients’ business through its CEO (creative & consult, engage & execute, optimise & operate) framework.
Tailored solutions: No two businesses or brands are same. From data-backed insights, deep social listening to nuanced creative & content and advanced media optimization, IdeateLab crafts bespoke solutions that deliver outcomes. It is particularly geared to help MSMEs, entrepreneurs, and home-grown businesses. To the extent, that IdeateLab functions like their outsourced marketing function.
Partnership DNA: Ideatelab’s growth is truly linked to the growth of its clients. The operating model is designed on the principle of shared success – with a hybrid of fixed and variable elements. It’s a partnership based on collaboration, transparency and agreed outcomes.
“Ideate has always prided itself on the ability to adapt to changing times, hence over the last few months the leadership spent a lot of time discussing and brainstorming with our clients as well as Industry Leaders on how can we partner and create a true partnership model with our clients, whether a Startup looking to Scale or an Established Brand looking to diversify. This new avatar reflects that changed thinking that we bring on board,” said IdeateLab director Vrutika Dawda.
“We are looking to expand and sharpen the very definition of the word ‘idea’ in our vocabulary. Moving beyond the ‘what’ of output, at a campaign or social post level, we want to crack the ‘why’ of that outcome at the business level. So that a refreshing & tangible mashup of data, creativity and technology comes into play”, said IdeateLab chief creative officer Raman R.S. Minhas.
IdeateLab believes shifting the focus on outcomes is not only the need of the hour, but also a sure way to become future-ready.
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.
