Ad Campaigns
‘Perfectionist’ AB de Villiers drives on MRF Perfinza
MUMBAI: Tyre manufacturer MRF Tyres has unveiled an integrated campaign for its recently launched brand Perfinza. Targeted specifically towards users of luxury cars, the campaign will have brand ambassador & ace cricketer AB de Villiers promote Perfinza’s core message of being a ‘perfectionist’ on the roads.
A perfectionist always strives for details and has a burning desire to outperform. This also means that he/she has an acute eye for precision. Perfinza by MRF brings all these attributes together so that riders can feel the perfection as they drive their cars.
MRF Ltd. EVP – marketing Koshy K Varghese said: “Our R&D engineers had one word in mind when they engineered this tyre – Perfection. Perfinza by MRF is a tyre that delivers the perfect drive every time. The communication uses AB de’ Villiers, another outstanding example of perfection on the field and off it, to showcase how perfection in a tyre results in an exceptional driving experience.”
The campaign by Lowe Lintas Chennai works to seamlessly facilitate MRF’s first-time foray into the luxury car tyre segment. With an approach that goes beyond communicating just the product, the attempt is to make the brand relatable to the TG, for whom perfection in everything they do is a way of life.
Lowe Lintas president Hari Krishnan says, “Perfinza targets the luxury car segment. There is significant technology & research that has gone into the making of the product. The communication effort has been to establish the idea of perfection – which is the core expectation of the user and the core attribute of the brand Perfinza.”
Along with the film, the campaign will explore other online and offline mediums including print, outdoor and digital.
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.
