Ad Campaigns
Lowe Lintas Chennai creates campaign for Hercules Roadeo
MUMBAI: Hercules Roadeo boasts of stylish steel and alloy designer frames that make it the preferred choice of the young guns today. To further demonstrate this, TI Cycles has rolled out a campaign that establishes the dominant positioning of Hercules Roadeo.
With the underlying message of ‘Never Challenge a Roadeo’, the campaign – conceptualized and created by Lowe Lintas Chennai, describes the attitude of the youth when they are posed with a challenge and how they don’t just overcome it, but do so with style.
The campaign idea has been derived based on the insight of 8-14 yrs. old urban boys, who strive to be better than their friends and peers and be the ‘coolest’ one in their group.
Commenting on the new campaign, TI Cycles of India president Arun Alagappan said: “We needed our brand Roadeo to keep up with the ever changing consumer and look cool and contemporary. It needed to connect and engage emotionally with the teenage boy of today, thus the new brand thought of ‘Never Challenge a Roadeo’ was born. Credit goes to the team from Lowe Lintas Chennai for understanding the mandate and delivering creatively with an exciting new thought that is sure to resonate with the new-age Roadeo consumer.”
Sharing his thoughts on the creative execution behind the campaign, Lowe Lintas Chennai ECD Bikramjeet Ghosh said, “In a time when teens spend most of their time immersed in their devices, healthy competition between friends has jumped from the playground to the screen. It was challenging as well as exciting to find a contemporary and fun way to show how a kid overcomes a challenge by upping the ante in the real world rather than the digital world which leaves his buddies awestruck. The story captures two interests of any boy – stunts and video games, which resonate in the hearts of our target audience.”
The campaign has just been launched and will span popular offline and online channels in the coming days.
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.
