Ad Campaigns
Sidharth Malhotra embodies Timex’s ‘We Don’t Stop’ spirit
NEW DELHI: Timex has unveiled its new digital brand campaign, We Don’t Stop, through a brand film featuring Bollywood celebrity Sidharth Malhotra and global influencers. The slogan, “It takes a licking and keeps on ticking,” is getting a modern update that better expresses the outlook and mindset of the company in the 21st century.
With the campaign’s debut, Timex has unveiled its new creative featuring notable change makers from around the world who display their resilience and are inspiring others through their actions, as well as supporting the #TogetherBrand campaign to further the “We Don’t Stop” mission.
The new campaign conveys a message of hope and resiliency as many around the world continue to persevere in the face of difficult circumstances. The campaign’s hero video, shot pre-Covid, now symbolises a future where people can be brought together again, to achieve a common mission and celebrate each other’s achievements. This ethos serves as the inspiration for the video, which is overlaid with a special rendition of Queen’s Don’t Stop Me Now – a perfect encapsulation of what the campaign is all about, and how the brand is readying itself for whatever comes next.
Timex Group president & CEO Tobias Reiss-Schmidt said “We Don’t Stop” is a natural progression for the brand. “The campaign speaks to the resilience that we are all surrounded by stories of grit, perseverance, ingenuity and heart – stories that strengthen us to carry on. We Don’t Stop champions our everyday heroes and everything we have stood for over the past 167 years, without losing a step as we continue forward.”
Actor Sidharth Malhotra said, “I believe that everyone has their own individual We Don’t Stop story and each story should be shared with the world. It’s so authentic and truly celebrates the pride and determination that people across the world are demonstrating. Really like how the brand is encouraging everyone to challenge the status quo and inspiring them to keep moving forward.”
For more than a century, Timex has been innovative and forward-thinking with bold new ideas for the ever-changing times. It has graced the wrists of presidents, travelled to space and continued to innovate and collaborate with some of the coolest designers and brands in fashion. The new We Don’t Stop platform symbolises the continuation of a boundary-breaking mentality, championing everyday heroes that embody “We Don’t Stop” in everything they do. This campaign provides a platform for all the stories out there that have inspired the company to keep going.
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.
