Ad Campaigns
Paragon launches #WhatsYourStimulus campaign
MUMBAI: Paragon has recently launched its digital campaign #WhatsYourStimulus. The campaign is a fresh take on finding your passion and fueling it right. Targeted at over 7 million youth spanning across college students, creative professionals, vloggers, and bloggers, between the age group of 18-30 years, the campaign emphasizes the importance of finding your passion and following it with all your heart.
The campaign has been conceptualized by Bangalore based eCommerce & creative agency, Tenovia Solutions and features artists – Rinosh George, Rapper/Actor, and Akash Prabhu, Fitness Enthusiast who found their Stimulus in music and fitness respectively.
In an age where millennials hope to make their passion their profession, Paragon – one of the most established Indian footwear brands, harps on how one's stimulus has to be reinforced every day. With its latest #WhatsYourStimulus campaign featuring leading digital content artists in the country, Paragon seeks to establish its latest collection – Stimulus as a stand-alone young footwear brand.
According to Tenovia Solutions CEO Murali Balan, the new digital campaign has been made at a time when the pride of being a millennial and following your passion is swelling across the nation. The commercial captures the essence of this emotion and encourages viewers to create their own videos of what passion means to them. Winners will get prizes worth Rs. 3 lakhs, out of which the best video will win a sum of Rs. 1 lakh.
Paragon Executive Vice President of Marketing Navin Thomas, further adds, "With this campaign, Paragon's Stimulus also aims to have a great impact on the perception of affordability and fashion when it comes to footwear for the youth of today. The Stimulus footwear ranges between Rs. 399 and Rs. 999, without compromising on quality and comfort. Our aim is to make Stimulus synonymous with today's youth's go-to footwear brand as they chase their passion.”
To participate in the #WhatsYourStimulus campaign consisting of 1 video challenge, the user has to create a video of their passion and what drives him or her and upload the video on any two of their social handles. The brand has to be tagged with the hashtag #WhatsYourStimulus. The user then has to share these URLs along with their details as part of the registration process on www.paragonfootwear.com/wsycontest. Winners will get prizes worth Rs. 3 lakhs, out of which the best video will win a sum of Rs. 1 lakh. The brand aims to receive multiple platform based entries in a span of 45 days (November end). The winner will be announced in January and the brand will also announce weekly winners.
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.
