Ad Campaigns
Sara and Sachin Tendulkar drive home a heartfelt message in Spinny’s latest ‘God Promise’ campaign
MUMBAI: Cricketing icon Sachin Tendulkar and daughter Sara Tendulkar have come together in Spinny’s newest campaign, ‘God Promise’, blending familial warmth with an enduring brand message. The campaign, which plays out across Instagram and other digital platforms, showcases the duo’s love for their indie dogs, Spike and Max, while championing Spinny’s promise of trust and assurance.
The centrepiece is a tender film starring Sachin alongside a soulful indie dog, charting a journey that encapsulates memories, reliability, and the spirit of long-lasting relationships. It symbolically anchors Spinny’s industry-first three year warranty on its Assured+ used cars—a commitment framed as more than a feature, but a lasting promise.
Sara added her own emotional depth to the campaign by sharing unseen family photographs with Sachin and their beloved pets. Her caption on Instagram read:
“A really, really long relationship and a promise for the ages. This @myspinny ad brought back memories—of drives, laughs and Spike & Max. This one’s incredibly close to my heart. #godpromise”
With a mix of nostalgia and simplicity, the film leans into moments that reflect Spinny’s ethos of dependable, people-first service. The involvement of the Tendulkars—and the visible affection for their adopted pets—grounds the message in everyday relatability.
‘God Promise’ positions Spinny not just as a car retail platform, but as a brand that recognises the emotional journeys tied to car ownership. By inviting India’s most beloved sporting family to tell a story of trust, the campaign aims to strike a chord with millions of middle-class Indian families who view cars as more than transport—but as memory machines.
With this campaign, Spinny continues to elevate its storytelling, championing emotion and authenticity over gimmicks.
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.
