Ad Campaigns
Infinix India challenges industry hype with its Questionthenoise campaign
MUMBAI: Infinix India’s new campaign, Questionthenoise, championing substance over spectacle. With a satirical twist, the brand film takes a playful dig at excessive marketing tactics, spotlighting product innovation as the true measure of value.
Piyush Khati, known for his role in Netflix’s class, the ad creatively depicts a scenario where Infinix’s marketing team is left scrambling with a minimal budget. The reason? The company poured its resources into refining the Note 50x 5G+ its latest smartphone designed to prioritise performance and user experience over glitzy promotion.
The campaign underscores Infinix’s commitment to delivering real value through cutting-edge technology. The Note 50x 5G+ packs a punch with Android 15-based Xos 15, offering enhanced personalisation, fluid animations, and smarter AI capabilities. Powered by the Mediatek Dimensity 7300 Ultimate Soc, it promises lightning-fast performance. Additional features include ultra-fast charging, military-grade certification, and a sleek, stylish design.
“With Questionthenoise, we want consumers to focus on what truly matters—the product,” said Infinix India CEO Anish Kapoor. “We believe that genuine innovation speaks for itself. The Note 50x 5G+ is designed to offer meaningful features at an accessible price, without the need for flashy promotions.”
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.
