Ad Campaigns
Lowe Lintas & Naukri collaborate to launch a new campaign
Mumbai: Lowe Lintas has joined forces with Naukri.com, India’s premier careers platform, to introduce an engaging new campaign tailored specifically for the ambitious Gen Z workforce. The campaign aims to reinforce Naukri’s position as the preferred destination for young professionals, by showcasing & legitimizing their ambitious behavior.
In today’s dynamic corporate landscape, the younger individuals are characterized by their ambition, drive, and determination to succeed. In a world governed by age-old rules and wisdom, Gen Z are in a hurry when it comes to careers. They are ambitious for growth, unwilling to settle for anything lesser than their goals. And while the world may see it as a not so positive trait, they see it as essential for getting ahead in their professional journeys.
Recognizing this trait, Naukri & Lowe Lintas has conceptualised a strategic campaign focused for this discerning demographic.
Intended to go live during IPL where ACDs are no more than 15seconds, the campaign leverages compelling storytelling & resonant messaging, to connect with Gen Z job seekers on a deeper level. Developed in a tone & manner that is quint-essential ‘Naukri’ – insightful & light-hearted yet thought provoking, the films exhibit the change that has begun shaping careers all over.
Info Edge (India) Ltd CMO Sumeet Singh expressed her enthusiasm for the collaboration, remarking, “Naukri has always championed the cause of India’s professionals. With this campaign, we are siding with the ambitious Gen-Z, who now make up most of the country’s workforce, and we’re teaming up with them for their career building.”
Lowe Lintas regional creative officer Vasudha Mishra shared her insights on the campaign, stating, “When it comes to jobs, the young are not reticent. They know what they want, and they cannot be gaslighted into settling for less. Especially when they have as their ally, Naukri, one of the most iconic modern brands of India. Two spots, done with the signature irreverent style of the brand, done by our fabulously talented team at Lowe Lintas.”
The campaign is now live on the JioCinema IPL feed and other online platforms.
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.
