Ad Campaigns
Myntra’s new TVC goes viral
MUMBAI: Retail e-commerce giant Myntra’s outdoor apparel brand The Roadster Life Co’s new TV commercial hit the airwaves recently after it went viral on social media over the last week.
This film has been conceptualised, produced and shot by Brave New World Communications – a Bangalore based integrated communications agency, which had been tasked with carving out a niche for The Roadster Life Co.
The film was released on Facebook & YouTube on 27 January and has been received very positively so far. At the time of filing this story, the video was viewed more than 15 million times and shared more than 8100 times. The film was released on TV on 5 February.
The goal was to appeal to a younger audience who value experiences and are tired of the usual tourist spots. The agency’s strategic approach was single-minded: to own roads as a brand platform by positioning them as the most diverse of destinations. The claim is subtly supported by the product’s deep-design interpretation of archetypal roads, from driveable coastlines and broken paths to desert trails and forest paths.
“The challenge was to make Roadster relevant in an increasingly crowded category,” said Brave New World CEO and CCO Joono Simon. “Roadster is a young brand and social media has a powerful part to play – it was important for the commercial to establish a context for sustainable two-way conversation. Creating a sense of scale was also vital – because the backdrop of the great outdoors is our real invitation. Once you accept it, Roadster has an enabling role to play in your life.”
The film is a tip of the hat to those who follow the road to pursue unusual passions. A non-linear narrative stitches together three unique instances: a free spirit collecting his own brand of experiences along rocky coastlines, a ranger on a tiger census making her own trail through the forest, and an intrepid duo braving a desert storm to deliver relief supplies.
The underlying message is a simple one –the road is both journey and destination for those in search of unique experiences. The recently released film is the first salvo of an integrated interactive campaign for the brand.
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.
