Ad Campaigns
Maruti Suzuki ARENA launches first brand campaign
MUMBAI: Maruti Suzuki ARENA has rolled out its first brand campaign. The creative agency involved is Dentsu Aegis Network’s Dentsu Impact. This customer-centricity has led to the birth of the Maruti Suzuki ARENA experience, which has been designed for the young and modern India. The production house involved in the making is Sitting Duck Pictures and produced by Sanjay Bhattacharjee, Sushant Desai.
With this campaign, they intend to build awareness about the new Maruti Suzuki ARENA while showcasing the dynamic, trendy, social and connected aspects of the experience.
As their longstanding partners, Dentsu Impact has been involved to create a seamless car buying experience at Maruti Suzuki ARENA by redesigning showrooms, introducing online to offline consumer journey, implementing new brand identity and creating content at various touchpoints across the showroom.
Speaking on the campaign, Dentsu Impact president Amit Wadhwa said, “Maruti Suzuki is the undisputed leader in passenger cars. And as a leader, it has been setting benchmarks across all aspects for its customers – design, technology, and experiences. Maruti Suzuki ARENA is one of the great milestones of Maruti Suzuki in India, and as their partners we are excited in being a part of this new car buying experience come to life through this campaign.”
Positioning Maruti Suzuki ARENA as a ‘car buying experience designed with you in mind’, the campaign line is ‘A destination called you. A feeling called Maruti Suzuki ARENA’. Bollywood actor Varun Dhawan is the face of the campaign.
Dentsu Impact national creative director Anupama Ramaswamy said, “Maruti Suzuki ARENA is a change which happens once in many years. In this case, it is not about a single purchase or transaction. Maruti Suzuki ARENA has been designed keeping the customer right at the center. This core thought is reflected in the campaign idea ‘A destination called you. A feeling called Maruti Suzuki ARENA’. The campaign is a celebration of the ARENA experience, which is trendy, connected and social.”
Maruti Suzuki sells its vehicles through 4 sales channels, the existing Maruti Suzuki Channel, Nexa, Maruti Suzuki Commercial and Maruti Suzuki True Value. And since its launch on 31st August, 2017, all the existing Maruti Suzuki Channels are now being revamped to Maruti Suzuki ARENA.
“The reason for choosing Varun Dhawan as the brand ambassador is that he is young, talented, extremely energetic and socially wired, making him the perfect fit for Maruti Suzuki ARENA,” Ramaswamy added.
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.
