Ad Campaigns
Lay’s heartwork campaign gets content creators on board to showcase talent
NEW DELHI: Continuing the chain of gratitude initiated by the LAY’S #Heartwork campaign, popular short-form video content creators transcended platforms to showcase their talent through creative renditions of the campaign ode. The #Heartwork campaign is a heartfelt, emotional ode to all the heroes who are working relentlessly against all odds to bring joy to millions of consumers across the country. As part of the association, prominent social media stars who have garnered mass followers, continue to entertain their fans through their unique and engaging content.
Some of the talented creators that are being featured include Jaydeep Gohil aka Hydroman, a mechanical engineer from Rajkot who is also India’s first underwater dancer, Avneet Kaur, a budding reality TV star and actor and Yuvraj Singh aka Baba Jackson, a popular dance sensation who is much-admired for his imitation of Michael Jackson’s moves. Within 48 hours, the videos have got an overwhelming response from the netizens, leading to 2.7 million engagement on social media.
PepsiCo India senior director and category Head- foods Dilen Gandhi said, “We recognise the power of talented creators who bring differentiated content and formats to seamlessly connect, entertain and engage with the consumers. The heartwork campaign has touched millions of people across the country through authentic storytelling. In the recent leg of the campaign, we wanted to reach out to a pool of talented content creators who are constantly engaging and entertaining their audiences through their creative brilliance. We are glad to work with such creators and believe their talent will take them places irrespective of the platform they chose to be on.”
Recently, LAY’s got leading singers and artists including Neha Kakkar, Jassie Gill, Dhvani Bhanushali, B-Praak, Shehnaaz Gill to share their renditions of the #Heartwork ode in support of the initiative and to applaud the efforts of the unsung heroes.
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.
