Ad Campaigns
Moj Launches #MojMusicKalakar to Uncover India’s Next Musical Star
Mumbai: If you’ve got a talent for singing ten songs in under 60 seconds, if Govinda – Karisma – Raveena songs were your jam growing up, and if you love playing rapid fire, then look no further! This is the perfect opportunity for you to have some fun! Moj, India’s largest short video app, has introduced Moj Music Kalakar, a ten-day music talent competition on Moj Live to uncover India’s Next Musical Star. The talent hunt starts on 15 March at seven pm; all music enthusiasts and creators can exhibit their singing abilities to win big! The competition will consist of four rounds, with participants in a live music spectacle to win prizes worth 40000. The winner may also have the opportunity to collaborate with music labels and brands in the future. Additionally, viewers can engage with their favorite creators, show their support with virtual gifting, and earn rewards worth 15000.
As part of this first-ever nationwide music talent hunt, Moj will bring together music enthusiasts and creators on Moj Live to participate in virtual gifting challenges.
The #MojMusicKalakar campaign’s first round, Jhatpat, will feature creators singing as many songs as possible while earning through virtual gifts. The top 100 creators with the highest number of virtual gifts will advance to the next round. In the second round, 90s ke Nagme (19 to 21 March), creators will perform their favorite 90s hits, and the top 30 will proceed to the final round. In the third round (March 22 to 24), Shabd Jaal, contestants will integrate a specific word given to them by their fellow contestants at the beginning of their song. The top winners will be chosen based on their singing performance and highest gifting earnings, and the top performers will receive vouchers worth 40000. Furthermore, the top two gifters throughout all the rounds will receive a total of 15000 in rewards.
Moj and ShareChat Sr. director, content strategy Shashank Shekhar said, “Our aim with #MojMusicKalakar is to create an interactive platform that brings music creators and their audiences together in a live musical extravaganza. In addition to giving creators a chance to showcase their singing skills in real time, we want viewers to have a fun experience supporting their favorite creators with virtual gifts and earning rewards in the process. Moj has always been committed to providing a space for young, creative Indians to showcase their talents in innovative ways, and this campaign is a step towards that goal. Our intention is to empower budding musicians and find India’s next musical star.”
Moj Live offers a distinct and interactive platform for creators to showcase their talent while engaging with their audience. Moj users can support their favorite creators via virtual gifting, a crucial source of earning for them. Music creators can also benefit from Moj Live, which provides a guaranteed way to reach their audience in real-time and enjoy unparalleled engagement. Join the festivities of music and entertainment by going Live on Moj.
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.
