Ad Campaigns
Ola launches new campaign #PeekeMatChala
MUMBAI: With New Year right around the corner, Ola has launched its new campaign to prevent drunken driving #PeekeMatChala. For the third consecutive year, after the initiative was first launched in 2016, Ola is pursuing its dedication to making roads safer through a social media campaign amplified with a series of awareness and on-ground activation drives at airports and malls across India.
Continuing the fun approach to addressing the issue, this year’s edition of #PeekeMatChala takes a musical route through the launch of a captivating party rap. The platform has collaborated with Prabh Deep, an upcoming 23-year old Indian rapper known for his socially conscious rhymes, to create a rap song that aims at deterring people from drinking and driving.
Speaking on the initiative, Ola senior VP Pallav Singh, “We are excited to launch the third edition of #PeekeMatChala in our ongoing efforts to rid the country of the perils of DUI. The holiday season is a time for fun and frolic, and hence we chose music as a medium to communicate the message of don’t drink and drive. With a catchy tune and easy to sing-along lyrics, party goers will be able to echo the thought of not driving under the influence of alcohol and take an Ola instead.”
These activations are aimed at urging patrons to take a pledge to abstain from drinking and driving and party responsibly this holiday season.
Set in an Ola cab, the video showcases the different antics people indulge in when drunk with the lyrics communicating the key message. Drawing on the success of previous editions of #PeekeMatChala, this video takes the same witty, creative and light-hearted approach to drive home the message of responsible drinking.
Over the years, Ola has partnered with local authorities, industry bodies, bars, restaurants and influencers to discourage driving under the influence of alcohol. Previous editions of #PeekeMatChala saw online and offline initiatives being launched that promote responsible drinking which include setting up designated kiosks to facilitate bookings, sharing responsible drinking tips with consumers and launching engaging videos.
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.
