Ad Campaigns
‘Peeke Mat Chala’ Ola
MUMBAI: With an aim to spread safety awareness against drinking and driving, Ola had partnered with All India Bakchod and released a new campaign video. The video couldn’t have hit the Internet at a more apt time, with end-of-year celebrations just a week away.
The campaign was flagged off on Christmas Day with a series of “drunk” tweets on Ola’s twitter handle. The aim was highlight the dangers of drunk driving through drunk tweets.
This was followed by a video by AIB in association with Ola on how best to welcome 2017. The video features a group of friends at a New Years Eve party when one of them announces he’s leaving. Once they realize he plans to drive, they try to stop him, convincing him to book an Ola if he wants to live to see 2017. In reply, he says 2016 was the worst time, what’s to say 2017 will be any better? The rest of the video features a song recounting everything that happened in 2016 and why 2017 will be much better. The friend is convinced and books an Ola home.
Ola CMO Raghuvesh Sarup said, “This holiday season, we at Ola encourage party-goers to take an Ola instead of driving. Ola’s #Peekematchala campaign has been specially created to encourage people of India to enjoy this holiday season responsibly. We are delighted to be associated with AIB in using a novel way to deliver this message.”
Ola will also have leading Indian celebrities and customers, tweeting their drunken confessions in support of the campaign and looks to reach out to larger numbers and create greater impact through them.
Ola has been, in the past, committed to similar causes. Recently in Delhi, Ola partnered with Hauz Khas Village Association to encourage patrons and visitors of leading pubs and bars in Hauz Khas Village to take a safe and specially discounted Ola cab ride after night out with friends. Additionally, on last New Year’s Eve, Ola deployed more than 500 shuttles to ferry over 10,000 people to their homes from popular hot-spots around Delhi NCR. In Bangalore, too, Ola recently launched a campaign at Church Street Social where they installed the first of a thousand breathalyzers outside the pub to encourage citizens to check their alcohol levels before making the decision to drive. We have also partnered with SABmiller on a similar initiative called ‘Respect the Road’.
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.
