Ad Campaigns
See kid’s success from new aspect: Lego campaign
MUMBAI: Innovation is seen as the key to progress and growth– the elusive spark that ignites the next big thing. And amazing creations and innovations all spark from remarkable imagination. But concerned with academic pursuits, adults might unknowingly stifle the growth of kids’imagination – especially as they apply to education and a very narrow definition of success.
With the launch of the #LegoBuildAmazing campaign, the brand sets out to reframe this emphasis, by highlighting a different route to a child’s success in the world – through the freedom to explore, imagine and create. For 80 years, the Lego Group has been the building block catalyst of a generation’s creativity, and with this new platform, it aims to showcase to parents how nurturing a creative mind could help builders of tomorrow make a mark in the world.
The campaign, which will be rolled out across India, Indonesia, Thailand, Vietnam and the Philippines, is set to be a year-long campaign to reflect the brand’s ongoing commitment to inspire and develop children to think creatively and unleash their future potential for success.
What happens when a child builds with Lego bricks? And what happens when the Lego Group sees the build as a blueprint for creativity that will impact the future? To shine a light on this, the brand took ideas that sprung from kids’pure imagination and turned them into a real, tangible creation.
The event will be in major cities in India in this month, to spark your kids’boundless imagination and take joy in their imaginative creations. Parents can look forward to many fun and exciting activities to promote curiosity and inspire kids to think in new and unconventional ways – including workshops led by adult Lego builders to guide kids in building their very own unique Lego creations.
In addition, parents can snap a picture of their kids’amazing creations, upload onto social media with the event and have the exclusive opportunity to take home Charlie The Chameleon, the lovable campaign mascot.
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.
