Ad Campaigns
Mufti’s digital campaign triggers sale
MUMBAI: Mufti’s pre-GST sale kicked it up a notch with its digital campaign #MuftiSpinTheDeal, leveraging on social media reach and converting its online audience into actual customers through store visits.
The objective was to convert online audience into actual buyers during GST promotions for the brand, leading to boost in footfalls and consequent sales at stores.
Mufti manager – future businesses Sonakshi Khushalani, “Employing digital media in creative and strategic way can prove to be prolific in reaching out to wider audiences and attracting more sales.”
The agency combined all current offers in-store into a simple creative in the “Spin-The-Wheel” format with the help of GIFs.
The idea was kept simple where people were asked to take screenshots of the desired sale they were interested in mentioned on each spoke of the wheel. Followed by users being asked to share the screenshot with the brand through direct messaging feature on Facebook, Twitter and Instagram, to earn an additional discount.
CogMat CEO Mitchelle Carvalho says, “The idea has effectively driven sales. It enticed Mufti audience with online engagement and incentive.”
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.
