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Signature Start Up TVC shows journey of celeb chef Nikhil Chib
MUMBAI: The pursuit of their passions drives the pulse of today’s youth and they strongly believe that this element makes the biggest difference in their lives.
Signaturestartup.in – My Mark, My Signature is an online platform launched by Diageo to inspire talented individuals to convert their passion to a paycheck. It houses a series of ‘Signature Start Up’ stories of real life individuals who, driven by their dreams, passion and commitment have made their mark in various fields.
Through an amalgamation of such real life success stories, the platform also extends on-ground and online through masterclasses – a series of workshops which are conducted across the country with the passionate successful individuals who share their inspirational stories amidst people with similar dreams and aspirations.
The Signature Start Up platform has now launched its second TVC featuring the celebrity chef Nikhil Chib, who started off as an investment banker at Wall Street and later went on to find his passion in cooking, thus starting his first restaurant Busaba in 2001. With the launch, he gave Mumbai’s culinary curious lot a taste of the most authentic Southeast Asian cuisine. Kaukswe – Burmese curry noodles served with a plethora of toppings — became a household name among the city’s swish set.
The TVC narrates the story of what inspired Chib to quit a stable job in New York and follow his passion for food which led to him winning the hearts of many Mumbaikars.
Diageo India executive vice president and portfolio head, marketing Amarpreet Anand says, “Today we have a generation who is very keen on following their passion and turning it into a successful career but they just need that one extra push or encouragement and a right platform. As a brand, Signature Start Up is trying to achieve what no other platform has done before. The brand wants to empower and inspire the millennials to follow their passion and make their mark in their chosen areas of interest or professions through these inspiring stories. Nikhil’s is one such real story and we hope it will strongly resonate with everyone who wants to make a mark.”
Diageo India is the country’s leading beverage alcohol company and a subsidiary of global leader Diageo plc. The company manufactures, sells and distributes an outstanding portfolio of premium brands such as Johnnie Walker, Black Dog, Black and White, VAT 69, Antiquity, Signature, Royal Challenge, McDowell’s No.1, Smirnoff, Captain Morgan and Four Seasons.
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.
