Ad Campaigns
Schwarzkopf’s latest campaign will make you #BreakTheRules and not your hair
Mumbai: Schwarzkopf, the leading hair colour and styling brand, has launched its innovative 360-degree campaign ‘Break the rules and not your hair’, for its Colour Specialist range.
The campaign aims to break the stigma around how every at-home hair colour experience causes the three Ds- Dryness, Dullness and Damage.
The film highlights the importance of eliminating unpleasant results associated with hair colour. It asks viewers to break the norm of having to compromise while choosing to colour at home. The Colour Specialist range from Schwarzkopf, infused with moisture locking hyaluronic acid, is the first at-home hair colour in India powered with Omegaplex anti-breakage technology which provides up to 90% less hair breakage. It comes with a new Colour Care System that help the pigments penetrate deeper in the hair, locking the colour for longer. It also comes with an extra repair mask for post colour care, to be used after 3 weeks, a first of its kind innovation in the category. With flawless results and supreme after-care, Colour Specialist is all set to break perceptions around at-home hair colouring.
The campaign will run across digital platforms. The digital interventions planned for it include the innovative pop-up media ads, category-first CGI (Computer-Generated Imagery) content and an influencer-led ambush campaign.
In connection with this campaign, the brand discerned that consumers often adjust their expectations while choosing to colour at the comfort of their homes, as they feel they need to choose between comfort and results.
To change this norm, the brand conceptualised this #BreakTheRules campaign to shift perceptions about at-home hair colour, how it’s often linked to hair breakage and damage.
Henkel Beauty Care India marketing head Shama Dalal commented, “Since our entry in the Indian market in 2001, we have stayed true to our brand DNA of consistently bringing in superlative products, benchmark-setting innovations, and complete focus on customer-centricity, while, at the same time, challenging norms and embracing change. We are excited to launch our first-ever digital campaign for Colour Specialist which highlights the importance of breaking the rules and choosing to not compromise with colour. This is a great starting point for us to create more engaging narratives in the at-home hair colour space through multiple touchpoints such as social channels, influencers, on-ground activations and more.”
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.
