Ad Campaigns
Reliance Retail’s Tira arrives with a show-stopping cab campaign
Mumbai: Wrap2Earn, a market leader in the cab branding space in India, is renowned for executing innovative cab advertising solutions for its clients. Recently, they were commissioned by Tira, a Reliance Retail Ltd Company, to execute a show-stopping campaign to announce the launch of Tira’s Vama store in South Mumbai. The brief: “Execute a campaign that draws upon the heritage of the vintage Ambassador car to announce the gift of launching Tira in South Mumbai.”
The creative team at Wrap2Earn transformed two iconic Ambassadors with Tira branding elements, ensuring these ‘mobile billboards’ captured millions of views during the 10-day campaign. Strategic routes were planned around South Mumbai, targeting the brand’s audience. The convoy travelled through key locations like Marine Drive, Peddar Road, and Nariman Point, effectively drawing the attention of pedestrians and commuters.
The team at Wrap2Earn also parked the cars at strategic locations and offered free drop-offs to passengers wanting to visit the Tira store. The interiors of the cabs were equally captivating, featuring custom seats adorned with Tira’s branding elements, ensuring passengers had a memorable and immersive experience. Upon arrival at the store, passengers were greeted with a complimentary Tira gift box.
To bring an otherwise offline campaign online and further amplify its impact, the company collaborated with well-known beauty influencers in the South Mumbai circuit. These influencers interacted with the branded cars and posted about the launch of the Tira Vama store, significantly enhancing the campaign’s reach and impact.
This innovative campaign executed by Wrap2Earn for Tira yielded impressive results. Intrigued onlookers clicked selfies with the cars and tagged the brand on digital platforms. The influencer integration generated high reach and impressions, leading to over a 15 per cent increase in anticipated footfalls and sales.
Wrap2Earn partner Jyotiba Patil added: “In a city like Mumbai, which is bombarded with advertising, innovation is key. By creating a unique, interactive experience with the beloved Ambassador car, an iconic part of the city, we were able to generate a significant buzz around the new store launch. Our aim was simple: ensure that everyone in South Mumbai noticed these cabs at least once during the 10-day campaign period. The innovation ensured that the campaign will not be forgotten.”
Tira beauty lead retail marketing Kavita Khiara commented, “We felt like we had done it all, from store launch activations and masterclasses to influencer activation, so we wanted something truly disruptive for our Vama store launch. Throughout the campaign period, people shared pictures of the branded Ambassadors with me. We received many phone calls and tags on our digital platforms and saw an increase in store visits. This campaign surpassed all my expectations in terms of innovation and quality of execution.”
This campaign showcases Tira’s commitment to innovation in brand promotion and highlights Wrap2Earn’s ability to execute unique and groundbreaking advertising campaigns that rise above the clutter.
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.
