Ad Campaigns
Katrina Stars in Etihad Airways’ new ad campaign for stylish and comfortable travel
Mumbai: Etihad Airways, the national airline of the United Arab Emirates, is thrilled to announce the launch of its new TVC film featuring Bollywood star and brand ambassador Katrina Kaif. This is Etihad’s third feature video with a celebrity as part of its ongoing campaign, underlining the airline’s commitment to the Indian market.
The video captures Katrina walking through the new Zayed International Airport as she prepares to fly for her next assignment. Zayed International exemplifies the smooth travel experience, boasting a host of hi-tech features from facial recognition and state-of-the-art biometric self-bag-drop for customers to ensure speedy check-in.
The film captures the seamless travel spirit of the Etihad experience, including the dedicated lounges for Business and First customers, where Katrina is shown enjoying an indulgent cocktail in the Constellation bar and relaxing in a comfortable chair before boarding her flight.
The Business lounge features an all-day dining restaurant with live cooking stations serving local and international cuisine; the Roof Lounge and Constellation Bar spanning the whole top floor of the lounge, offering handmade cocktails and an international buffet. There are 18 beautifully appointed shower suites, a fully equipped games room and a family room to keep the little ones busy in a dedicated multi-sensorial space.
Meanwhile, the First lounge takes luxury a further notch upwards, with features including The Parlour where guests indulge in a decadent selection of chocolates, pastries and afternoon tea in an elegant setting, and then relax and recline in their own semi-private cocoon or lounge on one of the designer chaise-lounges.
The Bollywood star then boards her aircraft on route to perhaps any of Etihad’s long-haul destinations connecting Indian guests by A380 to London, New York and, from November 2024, Paris.
Indian guests can connect to Etihad’s extensive and growing network which includes key destinations across Europe including Barcelona, Madrid, Dublin, Rome, Vienna, and Istanbul as well as Chicago, Boston, Washington DC and Toronto in North America. Furthermore, guests are offered a seamless travel experience by offering US pre-clearance at Zayed International Airport, allowing passengers to avoid long immigration queues upon arrival in the US
The film captures Katrina onboard Etihad’s celebrated A380, and the star is seen relaxing in one of the fully adjustable, lie-flat Business seats onboard. Guests can enjoy the complimentary Georgio Armani-designed amenity kits, filled with luxury ESPA skincare products including Nourishing Lip Treatment, Hydrating Spa Face Mist and Rejuvenating Hand and Body Lotion, alongside convenient gifts including plush slippers, an eyeshade, earplugs and a travel dental kit.
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.
