Ad Campaigns
Niharika NM and Suishti Tawade team up with Budweiser Beats energy drink
Mumbai: Budweiser Beats energy drink has announced a new, exhilarating initiative – aimed at inspiring creators and unveiling the effort involved in content creation. The crusade shines a spotlight on the creative process and the relentless grind endured by young artists to create a simple 30-second Reel, craft an engaging teaser, or produce a song that resonates with the audience. To bring this concept to life, the brand has collaborated with two dynamic Gen Z artists who embody the essence of creativity, passion and vigour.
Srushti Tawade, a rapper-writer and Niharika NM, a global creator with impeccable comic timing, reveal the daily challenges and creative blocks they encounter while making their viral videos. In a candid behind-the-scenes journey, the viewer gets an authentic glimpse of what goes on backstage – unveiling the reality behind, and the toil of content creation. Throughout this process, Budweiser Beats energy drink remains their trusted partner, fueling their creativity and sharpening their focus as they channel their artistic brilliance.
Sharing more on the campaign, NM exclaimed, “When we see a 60-sec Reel, we often forget the 60+ hours of hard work that’s put behind it, not just by the creators but their entire crew. To top it, relatability is key to the humour and constantly reinventing the wheel can be a daunting task. Working with Budweiser Beats energy drink has been interesting, as the collab sheds light on the genuine hard work that goes in to create content – day in, day out. It’s a challenging journey, yet an exhilarating one, and I’m thrilled to offer my community a glimpse into my creative process.”
Echoing NM’s sentiments, Tawade shared, “Kudos to Budweiser Beats energy drink, for bringing to fore all the madness that goes on behind-the-scenes, which is easy to miss and not captured enough on our Instagram feeds. The timing of the drop could not have been more perfect, serving as a great foundation for the release of my new single. The collaboration captures some exciting and enjoyable moments from my creative process with Budweiser Beats energy drink being my only constant, getting me and my crew through it all.”
Describing the brand world Budweiser Beats energy drink is creating, Vineet Sharma, Vice President – Marketing, AB InBev India added, “Our goal with the campaign is to celebrate and highlight the creative process of emerging and established creators. This initiative captures the incredible energy, passion, and dedication that fuels content creation. Unlike adventure-focused narratives adopted by other players in the category, Budweiser Beats energy drink serves as a go-to source for sharpening creative focus – empowering artists and creators to overcome challenges, push boundaries, maintain focus, and power through creative blocks.”
Budweiser Beats energy drink is available at leading modern retail outlets, department stores and popular e- commerce aggregators across the country at Rs 110 for a 250 ml can – making it easily accessible for all creative minds seeking a superior-tasting, high-quality energizing and flavorful beverage to power their pursuits.
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.
