Ad Campaigns
Royal Challengers Bangalore launches digital-first campaign ‘Life is in the Mix’
Mumbai: In a major boost to its mission of becoming a global lifestyle brand, Royal Challengers Bangalore (RCB), the leading IPL franchise and a subsidiary of Diageo India, has launched Dash of RCB — a premium line of non-alcoholic cocktail and mocktail mixers.
The introduction of Dash of RCB marks an innovative extension of RCB’s highly successful RCB Bar & Cafe venture. Launched with the digital-first campaign ‘Life is in the Mix’, this assortment of mixers celebrate life’s rich diversities while embodying the resilience of the #PlayBold spirit of RCB. The campaign underlines how Dash of RCB not only amplifies moments of joy and achievement, but also provides solace during times of when the life goes out of plan, giving that much-needed push to go the extra mile and encourages you to live in the moment, embrace & champion both situations in life with equal grace and panache.
The campaign artfully captures a spectrum of emotions through a series of vibrant mood boards, showcasing people coming together with their loved ones in different settings like a vibrant party, colleagues sharing a moment after work, a relaxed afternoon and a cozy gathering of friends and family sharing heartwarming and joyful moments. No matter what the occasion and setting, Dash of RCB seamlessly blends into these moments, infusing them with distinct flavors and vitality, allowing their bold community to thrive.
Speaking about the launch of Dash of RCB, Royal Challengers Bangalore VP & head Rajesh V Menon said, “At the core of RCB’s brand-building lies its ability to identify opportunities and trends, stay ahead of the time, and introduce innovations. The launch of Dash of RCB, the first innovation product from the stable of the fast-moving consumer good options that the cricket brand intends to launch in a bid to transform itself into a global lifestyle brand perfectly resonates with RCB’s brand ethos and philosophy. Backed by extensive alco-bev experience and deep-rooted consumer insights from RCB Bar & Café, this launch will aim to further strengthen our presence in the F&B segment.”
Available across the country in four classic flavours – Whisky Sour, Pink Paloma, Cranberry Cosmopolitan, and Green Apple, Dash of RCB aims to simplify the art of crafting bar-quality cocktails and mocktails in a hassle-free manner anytime and anywhere.
Its array of flavours and easy to make exceptional tastes — with just a 3-step preparation: Ice, Spice and Dash, are the result of Diageo India’s extensive understanding of the industry and inputs of top-tier mixologists associated with the brand.
As part of its ongoing brand development strategy, RCB has continually focused on introducing innovative offerings to enhance and diversify its brand presence in multiple segments and cater to a wider audience. This includes strategic collaborations such as the tie-up with Puma in the athleisure segment, innovative Hustle fitness app, and foray into the F&B segment through the widely acclaimed RCB Bar & Cafe.
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.
