Ad Campaigns
Mahindra Group launches #NurtureYourCuriosity campaign centered on innovation
MUMBAI: Research shows that the influence of ‘curiosity’ enables breakthrough discoveries and remarkable innovations. In fact, the Mahindra Group’s own research shows that brand admiration and differentiation are primarily driven by innovation, there are ample and successful cases of innovation within the group. It is at the heart of everything the group does, consistently nurturing and enabling innovation with the aim of creating futuristic products and services that solve business and industry challenges. This insight forms the genesis of the latest Mahindra campaign #NurtureYourCuriosity, that is going live today.
Targeted at millennials, the campaign aims to inspire the youth to be curious and innovate, while also showcasing the group’s innovation focus. The campaign is activated through a film which is supported by a social media campaign, including the ‘Curiosity Test’ curated by Harvard Business Review. The campaign and microsite are live from today for a period of six weeks.
Commenting on the essence of the campaign, Mahindra & Mahindra Ltd chief marketing officer, group corporate brand Vivek Nayer said, “Solutions to the world’s problems can only emerge when one asks the right questions. Only the curious ask these questions and challenge the status quo. To make the world a better place, we must nurture this curiosity and seek meaningful innovations. Our aim with this campaign is to encourage individuals to nurture their curiosity while showcasing how this is leading to innovations and the leveraging of new age technologies at Mahindra. This is yet another way by which we are enabling and encouraging people to Rise.” “The #NurtureYourCuriosity campaign will be strategically amplified on digital and social media platforms with content showcasing examples of innovation taking place within the Mahindra Group. The film will be promoted across YouTube, Facebook, Twitter, LinkedIn, and Instagram. The content syndication with the Harvard Business Review, will urge individuals to take the ‘Curiosity Test’ and understand their curiosity levels across five dimensions”, added Mr. Nayer.
HBR Group director Akila Balasubramaniyan commented, “Curiosity comes with questions and challenges status quo; the answer is sure to originate innovation of some form. Mahindra Group’s campaign #NutureYourCuriosity, aims to empower individuals to innovate and we are thrilled to support them in this journey. Through collaborative opportunities like these, we hope our content aides today’s millennials in understanding their innovation capabilities while also engaging in a meaningful dialogue with futuristic brands.”
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.
