Ad Campaigns
Nick’s school programme curates memorable experiences for kids, says Nina Elavia Jaipuria
MUMBAI: Nickelodeon has upped the fun and entertainment quotient for kids this quarter. The franchise has flagged off a high octane on air campaign “Nickelodeon Best Friendshake Forever” and “Sonic School with Toons” contest, presented by McVitie’s Creams and co-powered by Parle Cafechino, Parle Kachcha Mango Bite and Dabur Red paste.
The campaign will be brought alive on-ground by a high decibel school contact programme across 650 schools spanning over 20 cities. Days spent at school are most memorable and Nickelodeon’s school contact programme is all set to make sure that children celebrate the best years of their life.
Kids’ Entertainment Cluster business head Nina Elavia Jaipuria said, “Nickelodeon believes in actively engaging with kids outside of television by providing them with an immersive platform to interact with their favorite toons. Our robust school contact programme allows us to connect with kids and curate memorable experiences for them, thus forging an unbreakable bond. It is a result of such marquee initiatives that nickelodeon and its adorable toons continue to play an eminent role in every child’s daily life.”
The school contact programme will engage with kids across the country from metros such as Bombay, Delhi, Bangalore, Chennai to the smaller towns and cities such as Bhopal, Lucknow, Nashik, Jaipur, Chandigarh etc. Kids will be treated to interactive games, trivia questions, sampling and exciting goodies that will make a day at school both fun and exciting.
Nickelodeon’s Best Friensdshake Forever will see kids create their version of the cool and edgy friendship shake. Adding to the excitement is the Friendshake Forever Contest that will give kids a chance to win fabulous goodies such as drones, hover board, Iphones and VR headsets by tuning in to Nick every Monday to Friday from 5:30 to 8:30p.m. All they need to do is watch their favorite shows- Motu Patlu, Ninja Hattori and Gattu Battu in action and count the number of times their amazing Friendshake is flashed on screen.
The kids need to tune in to Sonic every evening from 6:30 to 8:30p.m, watch Pakdam Pakdai, Shiva and Oggy and the Cockroaches and count the number of times the characters are flashed on-air to get their exclusive time with the amazing toons.
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.
