Ad Campaigns
Max Factor unveils ‘What’s Your X’ campaign
Mumbai: Max Factor, a Hollywood makeup brand known for its innovations and technology, is entering India’s beauty scene. With Priyanka Chopra Jonas as its global ambassador, Max Factor has launched the ‘What’s Your X’ campaign. This campaign celebrates being ahead of the curve and encourages people to embrace their unique qualities and express their true selves with confidence.
Max Factor’s tagline, “Reveal Your Extraordinary,” aims to empower individuals to showcase their unique beauty and personality. The ‘What’s Your X’ campaign celebrates individuality and the distinctive qualities that make each person exceptional. It highlights the strength of womanhood and promotes authenticity, community, body positivity, and self-love.
In collaboration with celebrity makeup artist Mehak Oberoi, known for her work with stars like Kiara Advani, Shilpa Shetty, and Malaika Arora, the campaign features top beauty influencers Sakshi Sindhwani, Ishani Mitra, Tarini Manchanda, Simmy Goraya, and Smriti Khanna. Priyanka Chopra Jonas plays a key role in the campaign’s launch and engagement.
“Max Factor has always championed the cause of being yourself and nobody else. As the brand that invented mascara, compact powder, and some of the key makeup categories for generations to come, we’re extremely thrilled to launch our social media campaign speaking to the youth of India,” said House of Beauty creative director Mansi Sharma. “By collaborating with 400 of the country’s top influencers and beauty experts, who in essence are the voice of today’s beauty consumer, we aim to take over social media and highlight the power of makeup as a tool for self-expression, celebration, and confidence.”
Celebrity makeup artist Mehak Oberoi added, “Associating with Max Factor for the ‘What’s Your X’ campaign has been an incredible experience. As a makeup artist, I see firsthand how makeup can transform not just appearances, but also confidence and self-expression. This campaign is about more than just beauty; it’s about empowering people to recognize and celebrate their unique qualities. I am excited to be part of this journey and to see how individuals across India reveal their extraordinary selves.”
The campaign is now live. Through this influencer and marketing campaign, the brand aims to reach 35 plus million customers, further solidifying its presence in India’s dynamic beauty landscape.
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.
