Ad Campaigns
IndianOil invokes a sense of purpose, joy and accompilsihment in the new holi film
Mumbai: IndianOil’s new digital topical film on Holi, conceptualised by Kinnect, a part of FCB Group India, brings out a unique perspective, showcasing how this Holi goes the distance to be the colour in someone’s life. #BeTheColour In a narrative that spells a cheerful journey, the film showcases how if one decides to go the distance, life rewards you with experiences that are both fulfilling and filled with a larger purpose than oneself.
Speaking on the launch, IndianOil executive director (CC & Branding) Sandeep Sharma said, “Our latest digital film on Holi, brought to life by Kinnect, reminds us that the festival of colours is not just about adding colour to our lives, but about going the distance to add colour to someone else’s. This heart-warming narrative inspires us to strive for a larger purpose and shows us how life rewards those who do. It’s a beautiful portrayal of the human spirit and a timely message for us all.”
“For a brand that epitomises ‘going the distance’ in its products and ethos, the film captures how this simple state of mind can give spreading colour a whole new meaning. The simplicity of the storyline, the mundane chore that depicts everyday life for us, and an unexpected but rewarding experience come together to create an unforgettable celebration of the human spirit,” states Kinnect ECD Ashish Tambe.
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.
