Ad Campaigns
Isobar launches auto industry-first blockchain-powered campaign for CEAT Tyres
MUMBAI: Isobar India, the digital agency from Dentsu Aegis Network, launched a novel Blockchain-powered campaign to enable transparency throughout campaign delivery and performance for CEAT Tyres.
By leveraging blockchain technology to create, deliver, and measure the campaign, CEAT Tyres will be able to transparently track all payment transactions that are written to an immutable ledger for every valid ad impression. This will enable them to be assured with confidence that the KPIs of their campaign are met and reported unambiguously. Thus, allowing for reconciliation of their data with an independent ledger which is verified by multiple unbiased parties.
Commenting on the launch, CEAT Tyres senior vice president, marketing Nitish Bajaj said, “CEAT Tyres focuses on building best-in-class trusted products through a culture of continuous innovation. With that belief, and the promise of this platform powered by Blockchain technology to reach out to a targeted audience is an absolute win-win situation where we put our media investments to maximum use without any spillage, in addition to tracking the campaign at every stage.”
Isobar, India executive vice president Shekhar Mhaskar said, “ Isobar has always been pioneering in putting to use the latest technological innovation in all spheres of its business, and for the ultimate benefit of its clients. Blockchain, which is making waves in every industry, couldn’t be left behind when it comes to offering an absolute unambiguous view of transactions, deliveries, and measurement of a digital media campaign. We are proud to introduce this as the first digital media campaign in the auto industry with CEAT Tyres.”
Isobar India senior director, media Prachi Karan said, “This is an auto industry first initiative and we are extremely proud to have introduced this with CEAT Tyres. Staying ahead of the curve, using a creative application of new technology & innovation is something that as a brand both Isobar and CEAT stand for.”
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.
