Ad Campaigns
Skechers launches TVC for GOrun 2
MUMBAI: Skechers, the American shoe maker, has launched a campaign to promote its GOrun 2 range of performance shoes, specially designed for runners.
Commenting on Skechers new TV commercial, Skechers south Asia managing director Sanjeev Agrawal said, “In our new, witty television commercial, the GOrun 2 wearing human successfully races and beats a cheetah, the World’s fastest animal. Like the cheetah, Skechers GOrun 2 footwear is lightweight, sleek and fast – a size 9 men’s shoe weighs just 187 grams.”
The commercial is being aired across all genres of channels including Hindi GEC, regional GEC, music and English entertainment channels. The mix of channels is in line with the wide reach that the brand has achieved in a short period of time.
Going forward, Skechers GOrun 2 will associate with running events across the country, beginning with the Vasai-Virar Mayor’s Marathon on 27 October. The marathon will be for the cause of the girl child with the motto “Save the Girl Child and Maintain Nature’s Balance”.
Designed for speed and to improve running performance, the GOrun 2 series advances on the ‘mid-foot strike’ design, popularised by Skechers. It works as a great shoe to foster a barefoot running experience.
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.
