Ad Campaigns
Pepsi finds new ‘Swagstars’ as it celebrates the spirit of the indian cricket fan
MUMBAI: Beverage brand Pepsi is celebrating the the undying passion of the Indian cricket fan this sporting season. The brand has given its ‘HAR GHOONT MEIN SWAG’ campaign a new twist with a unique FAN-ANTHEM that aims to be an ode to the unassailable SWAG of 1.3 billion Indian cricket fans.
Launched earlier this summer, the ‘Har Ghoont Mein Swag’ campaign reflects the self-belief of India today. The Fan-Anthem builds on the brand’s message that lliving in the moment, seizing new, interesting opportunities and doing it all with SWAG is an attitude that defies any age.
The PEPPY, FOOT-TAPPING Fan-Anthem also features 87 year old cricket fan, Charulata Patel. Charulata also took over Pepsi®’s Instagram page to showcase her own take on cricket, SWAG and the brand’s philosophy. The octogenarian also features in a series of CULTURALLY RELEVANT MEMES created by the brand.
The ‘Har Fan Mein Swag’ Fan-Anthem was launched on YouTube and will be supported by a 360 degree marketing plan spanning a challenge on VIDEO CREATION APP TIK TOK, advertising spots and news channel integrations on TELEVISION as well as topical content on SOCIAL MEDIA. Tik Tok users will be encouraged to share their version of SWAG steps set to the tunes of the Fan-Anthem.
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.
