Ad Campaigns
OnePlus 6 kick-starts Snapchat campaign
MUMBAI: Staying true to its brand ethos of never settling down, OnePlus has become one of the first movers in the category to launch a Snapchat marketing campaign in India.
OnePlus has partnered with White Rivers Media to launch a pan India campaign to reach across to the millennial audience. The account will be handled by the Mumbai office of White Rivers Media.
OnePlus’ flagship for 2018, OnePlus 6 will be launched on 17 May in Mumbai.
Last week, OnePlus announced its collaboration with Disney for the upcoming Avengers: Infinity War and as a part of this collaboration, OnePlus has confirmed the OnePlus 6 Marvel Avengers limited edition to be launched alongside OnePlus 6.
White Rivers Media chief executive officer Shrenik Gandhi says, “Snapchat is a great parallel platform to reach to more millennials with high spending capacity. These users are stellar content creators who open the app 20+ times a day. It is a great time for OnePlus to engage with its users. The type of audience that you find on the platform, combined with the fascinating possibilities of reaching out to them that it facilitates, will surely generate great results for the brand launch. Being ardent OnePlus users ourselves, we look forward to the exciting opportunities of creating a great Snapchat campaign with OnePlus.”
White Rivers Media is one of the fastest growing independent digital marketing agencies working with brands across tech, e-commerce, real estate and fashion. Over the years, the agency has worked across borders, timelines and languages, making it not just international, but multicultural outfit.
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.
