Ad Campaigns
Leo Burnett crafts new philosophy for HP Lubricants
MUMBAI Zindagi Chale Smooth, a modern narrative designed by Leo Burnett India for HP Lubricants, highlights the brand’s sheer strength and the role it plays through its superior technology in smoothening people’s lives.
The company is able to achieve this through presence across various segments like automotive, defence, farming, mining, shipping industries, railways and more.
Created by Leo Burnett, the new positioning Zindagi Chale Smooth marks a shift in the brand’s marketing focus from being perceived as an engine oil company to a humane brand; one that builds innovative products and technologies for today’s consumer.
Zindagi Chale Smooth is a human expression of the brand’s core offering. An animation film is being used to launch the thought ‘A to Z, Aapke Kaam Aate Hum’, which breaks category codes and highlights the company’s diversified and large scale operations through which it touches the lives of millions, making HP Lubricants a super brand.
Leo Burnett South Asia CEO Saurabh Varma said, “HP Lubricants had not undergone a brand refresh for a very long time. Given the current market scenario, we wanted our joint efforts to build a modern narrative that gives the end consumer an accurate idea about HP Lubricants. A company that has strong presence across sectors and not just engine oil.
A to Z Aapke Kaam Aatey Hai helps build higher emotional affinity and rightly captures what the brand stands for, which is to power India. And this is not just a communication change, but a part of a larger exercise being undertaken by us to align this purpose right down to packaging design.”
Leo Burnett CCO RajDeepak Das added, “Most people do not know the incredible products HP Lubricants has and the role the brand plays in our everyday life. We wanted to do that in a simple and human way.”
Zindagi Chale Smooth is an integrated effort spanning across digital, print, retail, cinema, outdoor and TV. While the TVC has been launched, print, retail, cinema and digital campaigns are expected to go live post 8th March 2016.
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.
