Ad Campaigns
Shell India launches ‘More than Just A Fuel Station’ campaign
Mumbai: Shell India released its latest campaign, ‘More than Just A Fuel Station’, for its mobility business in India. The campaign highlights Shell’s integrated retail proposition of being a one-stop destination for various on-the-go consumer needs beyond quality fuels. The new campaign showcases Shell retail stations as a comprehensive destination with quality fuels, vehicle care, fresh food, beverages, and convenience items, emphasising its role as more than a fuel station.
The campaign film opens with a father preparing to visit a fuel station to refuel his vehicle, only to find his entire family eagerly waiting inside the vehicle. The film then transitions and showcases that as he drives towards the fuelling bay, he realises that his family is suddenly missing from the vehicle, only to discover them enjoying themselves inside the Shell Select retail outlet and Deli2Go Café. While the father sees Shell station as a place to refuel his car, it is much more than that for the rest of the family. It is a place to enjoy snacks, ice cream, get vehicle care services, and much more.
Announcing the campaign, Shell Mobility India marketing manager Kartiki Karihaloo said, “Traditionally, fuel stations in India are not perceived as destinations, but with our integrated offerings, we have witnessed a gradual shift in this perception. Our latest campaign, #MorethanJustAFuelStation, reinforces our effort to be more than just a fuel provider and be a reliable on-the-go companion that enhances the overall commute of our customers. It reflects how our fuel retail outlets serve as holistic service hubs and signify our dedication to addressing the evolving mobility needs of people.”
With a focus on convenience for consumers and quality services on the go, Shell plans to shape the future of mobility experiences in India and redefine how people perceive fuel retail stations by enhancing everyday lives through a comprehensive and convenient mobility ecosystem.
The campaign is developed by Wunderman Thompson and will be promoted across social & digital platforms, including Jio Cinema, Sony Liv, MX Player, Zee5 etc.
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.
