Ad Campaigns
Neeman’s ropes in Jasprit Bumrah for its latest campaign
Mumbai: Neeman’s, a homegrown footwear brand known for its sustainable and innovative products, has launched a digital campaign #ChangeTheNorm in association with Indian cricketer Jasprit Bumrah.
The campaign conceptualised by the in-house team, narrates the story of the ace bowler of the Indian cricket team, tracing his career trajectory through its ups and downs.
By partnering with Bumrah, Neeman’s aligns its ethos of stepping out of the ordinary, doing things differently, and achieving extraordinary results in the process, said the footwear brand. The ReLive Knit sneakers, a sustainable shoe made out of recycled PET bottles, is one such example as it aims to redefine comfort for both the consumers and the planet, said the brand in a statement.
“We are stoked to have partnered with Jasprit Bumrah, a gifted fast-bowler from the Indian Cricketing world for our marquee campaign, #ChangeTheNorm. His personality truly represents everything we stand for,” said Neeman’s co-founder Amar Preet Singh. “At Neeman’s, we have always strived to think outside the box, go beyond our limits and be greater with every collection. Jasprit’s career trajectory and unique personality are an inspiration for one and all. This is in line with how our ReLive Knit sneakers challenge the status quo and set a new standard for footwear.”
The unisex collection of Neeman’s is available on the company’s official website as well as leading e-commerce platforms in the country, said 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.
