Ad Campaigns
Riders rolls out its first ever TVC with Sara Ali Khan
Mumbai: Riders has rolled out its first ever TVC campaign, “Riders for Change & Riders for Life,” featuring brand ambassador Sara Ali Khan.
The all-new TVC was conceptualised and imagined by the creative minds at renowned production house Dharma 2.0. The campaign will run on Facebook, Instagram, YouTube, the Google search engine, and other contextually relevant websites.
The peppy new TVC features Khan getting on her personal Riders cycle and going about her everyday life, exploring the city. Her ride takes her down the street; she enjoys a cricket match; and she wraps up her day posing on the red carpet with her Riders cycle in her typical mischievous yet adorable persona. Khan embodies the Riders’ ethos of riding for change and adventure, bridging the gap between form and function.
The campaign is conceptualised around the idea of creating an alternate, entertaining, and animated world where one can ride for joy, sustainability, and a healthy planet.
Speaking on the campaign, Riders managing director Sameer Mavadia said, “We’re thrilled to have Sara Ali Khan as our new brand ambassador, and with her youthful energy and determination, she inspires young people to follow their dreams and pursue their passions. We believe in empowering and inspiring the next generation of youth, and we’re confident in achieving our goals and effectively scaling our market presence—with Khan at the helm!”
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.
