Ad Campaigns
Isobar launches AI-powered mobile campaign for Bobbi Brown’s Primer Plus collection
MUMBAI: Isobar India, a digital agency from the Dentsu Aegis Network stable, has collaborated with Bobbi Brown to launch its Primer Plus collection that focuses on weather-related skin concerns.
As shared in a press statement, targeting a group of consumers with specific skin concerns caused by adverse weather conditions was identified as an opportunity to conduct personalised marketing in a deliberate manner to boost sales.
Isobar deployed dynamic HTML5 banners, which captured critical weather data from device level sensors available on smartphones of in-market consumers. Using a real-time weather API, this data was then cross-stitched with the dynamic content that is consumed by women who exhibit high affinity towards beauty, luxury shopping, fashion, etc. With the help of a custom-made machine-learning algorithm, Isobar mapped various combinations of weather and skin conditions to the right primer. The banners, thus, showcased the apt primer for a specific skin type and weather condition, helping users to choose the right product even before buying it from a store.
“The campaign garnered an impressive view rate of 32 per cent – twice the industry average. This initiative contributed to over 54 per cent of the overall sales via store walk-ins (the call to action to the dynamic campaign). Overall, the promotion push lead to 8X times sales uplift compared to the previous month,” read the statement.
Speaking on the launch of the campaign Isobar India senior director – mobile Priyanka Shah stated, “Relevance and personalisation is the all-time marketing mantra. Consumers appreciate ads that are tailored to address their interests and shopping habits. In addition, personalized ads also have the potential to lift sales and increase campaign ROI. This is particularly true in campaigns that leverage individual-level data.”
Speaking on the success of the campaign, Bobbi Brown India marketing manager Rishabh Kachchhy said, “Using insights of the core features and benefits from the product, the team identified an opportunity to connect our new Primer Plus Collection with a direct benefit link with the weather. The real-time marketing campaign they developed tied in very well with generic skin concerns every Indian woman faces linked to weather conditions. The unique communication angle they executed linked directly to hero benefits and helped drive our key challenges with the product – awareness, education and of course amazing sales!”
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.
