Ad Campaigns
Maruti Suzuki, Dentsu Impact launch ‘Swift Limitless Stories’ campaign to salute real-life heroes
MUMBAI: Maruti Suzuki India, in collaboration with Dentsu Impact, has unveiled a brand-new campaign, ‘Swift Limitless Stories’ for the 3rd generation Swift.
After the launch of the new model last year with the campaign #BeLimitless, MSIL was looking to take Swift’s legacy of performance forward. The objective of the campaign was to help people connect; not just physically but also emotionally with the concept of being ‘Limitless’.
Commenting on the campaign, Maruti Suzuki India executive director-marketing and sales Shashank Srivastava said, “We want to engage with our target group (TG) in a more meaningful way. The Swift Limitless Stories is a way to build a higher level of brand salience to associate with performance but in an emotional way. It is also going to be our long-term strategy. These stories celebrate individuals who keep challenging themselves to become their better version. We wish to associate Maruti Suzuki with visual dynamism and pursuit for excellence. We also have a separate campaign for sales promotion for Swift. This campaign does not push for immediate sales. It, however, is meant to build brand salience."
Brought to life by Dentsu Impact, the creative agency from the house of Dentsu Aegis Network, the ‘Swift Limitless Stories’ campaign celebrates three individuals who have overcome immense challenges in their lives while in their pursuit of greatness – Olympic and World Champion Mary Kom, Para-athlete Bhupendra Sharma, and a corporate banker Vikas Dimri, who conquered Mt. Everest and the Ironman Race the same year.
Speaking about the campaign, Dentsu Impact national creative director Anupama Ramaswamy said, “Swift has always celebrated performance. And the ‘Swift Limitless Stories’ campaign has been created to do exactly that, with one difference – it takes the ‘Be Limitless’ philosophy beyond just the car. It salutes the undying spirit of certain special achievers who never accept things as they are and keep pushing past all limits to achieve their dreams. These stories have been carefully selected; because we felt they strongly connect with our consumer’s ‘nothing-is-impossible’ attitude.”
The campaign relies on storytelling and celebrating the limitless heroes without consciously integrating the car. Reason being that the vision of this campaign is to personify the philosophy of ‘Be Limitless’ by highlighting the strength, passion and relentless determination of certain out-of-the-ordinary individuals.
Swift Limitless Stories has been created to engage specifically with audiences on social media, Maruti Suzuki’s content hub, as well as the individual social media handles of these heroes.
Dentsu Impact senior vice president Hindol Purkayastha said, “Swift has been an iconic brand which has been loved by multiple generations. Our latest campaign focuses on the digital audience and with compelling storytelling it will truly allow us to inspire millions of followers and get newer younger audience. With performance at the core of the brand, it was time to shift the conversation to individuals from the product. Thus, the concept of #BeLimitless campaign was used as a trigger to invite more stories of individual achievements. With this, we continue to own the space of performance.”
With the Limitless Stories campaign, MSIL is not just sharing inspiring stories, but is also creating a platform for its audience to share their own journey with the world.
The films have been directed by Sharat Sharma of Crazy Few Films.
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.
