Ad Campaigns
Maruti Suzuki launches new campaign for FRONX Turbo
Mumbai: With a focus on spotlighting the thrill of driving, Maruti Suzuki India Limited (MSIL) unveiled today’s ‘Thrill Has a New Shape’ campaign for its dynamic FRONX Turbo. This campaign highlights the adrenaline rush that a turbo engine delivers, transforming every journey into an unforgettable adventure. Conceptualised to resonate with young customers who are adventure seekers and driving enthusiasts, the campaign features a compelling narrative that brings to the fore the spirited driving offered by the FRONX Turbo.
Commenting on the campaign, Maruti Suzuki India Ltd senior executive officer of marketing & sales Partho Banerjee said, “The FRONX Turbo embodies innovation and the spirit of pushing boundaries to deliver a thrilling driving experience. With its powerful engine, stunning design, and engineering that speaks to the aspirations of modern drivers, it is a standout choice for customers seeking performance. We have tried to capture this with our ‘Thrill Has a New Shape’ campaign that lays emphasis on how FRONX Turbo symbolises the thrill of driving. The genesis of this campaign stems from our persistent endeavour to cater to the evolving needs of our customers. It positions FRONX Turbo as a vehicle that doesn’t just meet expectations but exceeds them.”
At the core of the ‘Thrill Has a New Shape’ campaign is the idea of ‘Thrill’ – a sensation that resonates with modern, adventurous Indian customers. The FRONX Turbo, with its responsive engine, agile handling, and optional paddle shifters, offers a drive that is both exhilarating and empowering.
This campaign will be rolled out across multiple platforms, including digital, social media, print media, and OOH advertising, ensuring widespread reach and engagement. Creative visuals, high-energy advertisements, and immersive content will be used to capture the essence of the Turbo engine’s thrill.
The campaign’s creative direction will focus on FRONX’s cutting-edge technology and the Turbo engine’s spirited performance, appealing to those looking for an exciting drive.
Launched in April 2023, the FRONX struck a chord with customers, becoming India’s fastest passenger vehicle to achieve a 1 lakh sales milestone since launch*, in just 10 months. The contribution of FRONX Turbo to this is considerable, appealing to those who seek a dynamic ride. It is powered by the 1.0-litre K-Series Boosterjet petrol engine featuring Progressive Smart Hybrid technology for performance enthusiasts. Offered with the option of a 5-speed Manual and a 6-speed AT with paddle shifters for increased driving pleasure. The FRONX Turbo offers an impressive blend of performance with fuel efficiency, returning a claimed fuel economy of 21.5 km/l with manual transmission and 20.01 km/l with the automatic gearbox.
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.
