Ad Campaigns
Nescafe launches OOH campaign for monsoon
MUMBAI: It is monsoon and Nescafe, the coffee brand is back to make a statement yet again with its new OOH campaign ‘Badal Life Ki Raftaar’.
The sudden, mischievous downpour, the romance of the grey clouds and the bank of hanging mist leaves one luxuriating in this much-loved season. Think monsoon and several munchies come to mind. It’s certainly a cliché but few joys can match up to the experience of watching the pitter-patter of rain on your window and a freshly brewed cup of coffee.
Executed by Street Talk, the brand occupied the OOH medium solely considering its TG. The objective of the innovation was to spread the message that “You can’t guzzle a hot drink, it has to be taken slowly” (making it the perfect way to measure out breaks) and while you’re sipping and blowing and waiting for that optimum comfortable drinking temperature, you can inhale the warmth of the aromatic vapours.
A lot of insights were put in place to arrive at the pockets that would have the best impact on the potential consumers. The agency studied the best permutation and combination with media price, site visibility potential and the best of site characteristics to arrive at the media placements specifically addressing the right TG.
The cluster approach at key junctions aided immediate buzz for the brand. The brand was made highly visible using a No-Miss Media Approach where, the handpicked media did complete justice to brand.
But the highlight of the campaign was the innovative steaming cup of coffee, strategically placed at high traffic zones across multiple locations to attract significant eyeballs. The billboard featured a coffee mug emitting fumes, emulating steam from a freshly brewed cup of coffee.
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.
