Ad Campaigns
Kitkat and Spotify launch new campaign with Ayushmann Khurrana
MUMBAI: Kitkat and Spotify have come together to help consumers ‘Break the Loop’ and break free from their monotonous playlists. Featuring Bollywood actor Ayushmann Khurrana, Kitakat’s new campaign is inviting people to break out of their usual Spotify playlists and discover fresh tracks, genres and moods, turning everyday music breaks into moments of discovery.
The film, conceptualised by Leo Burnett, brings alive Kitkat’s core message of meaningful, refreshing breaks in a modern, digital context. With specially designed KitKat packs, every break becomes a playful moment of discovery. Just scan the pack to unlock personalized Spotify tracks based on your listening behavior, serving you fresh music you’ve never heard before.
Speaking about the campaign, Nestlé India head, confectionery business, Gopichandar Jagatheesan said, “Kitkat breaks have always been about taking a meaningful pause. With ‘Break the Loop,’ we’re extending that idea to the digital world, teaming up with Spotify to give consumers a light-hearted, relatable reason to pause their day and refresh not just their mood, but their songs too.”
Spotify India director of sales – CPG & Auto, Sanketh Garimella said “Spotify playlists are designed to encourage the discovery of new music for listeners, and our personalized playlists tap into different moods and moments of the consumer. Kitkat’s new campaign is a great example of how those who listen to their favorite songs over and over again, every day, can easily find new music they’ll love on Spotify, with playlists curated just for them.”
The campaign kicks off with a digital-first film across YouTube and Meta platforms, supported by a multi-touchpoint rollout including outdoor media, Spotify in-app audio advertising and engaging social content.
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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.
