Ad Campaigns
Rush by Hike rolls the dice with Krushna Abhishek in #ChaloJeetKiChaal debut
MUMBAI: Rush, Hike’s high-stakes skill gaming platform, has unleashed its maiden brand campaign, #ChaloJeetKiChaal, roping in Krushna Abhishek to bring a heady mix of humour, hustle, and homegrown wit to India’s Ludo-loving masses.
Touted as its boldest comms blitz yet, the five-week campaign spans TV, radio, and digital and targets over 20 million players across India’s rapidly growing Hindi-speaking belt. With Ludo at the heart of the action, Krushna channels the ultimate jugaadu gamer, proving that in both life and gaming, dimaag se khelo, aur jeet pakki karo.
“#ChaloJeetKiChaal is our way of turning the spotlight on India’s sharpest gamers – people who play smart, hustle hard, and know that strategy & skill always wins over chance. We wanted the campaign to be as fun and fast-paced as the platform itself and bring gaming into the mainstream conversation with a smile,” said Hike CFO Manish Kumar.
The campaign is packed with big moves:
. A 360° media splash across television, radio and digital
. Influencer integrations with Manisha Rani, Sunny Singh, and Nitish Rana
. Vernacular-driven storytelling for deeper Bharat penetration
. In-app contests and the flagship Leedo Champions League—offering cash, gadgets, even wheels
Far from being another luck-of-the-draw gaming pitch, Rush is doubling down on its skill-first promise. Every Ludo match is built to reward strategy, not serendipity, and the platform continues to invest in transparent matchmaking and user education to keep it that way.
“India’s real-money gaming industry is rapidly evolving into something far more aspirational, rooted in skill, culture, and mass accessibility,” said Kumar. “Krushna was a natural choice for this campaign. He embodies the spirit of Bharat — quick-witted, endlessly relatable, and driven by hustle. His energy captures the heart of our vision: a gaming experience that’s skill-first, deeply inclusive, and unmistakably fun. This is what the future of gaming in India looks like.”
With the dice rolling and the stakes high, Rush is inviting Bharat’s next-gen gamers to bring their A-game. After all, jeet unhi ki hoti hai jo chaal chalte hain dimaag se.
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.
