Ad Campaigns
Sony LIV launches #MaamlaGambhirHai campaign
Mumbai: The tour of Sri Lanka has been positioned by experts & analysts alike as the beginning of a new generation of Indian cricket. With a new team, a fresh perspective, and a seasoned appointment as coach, the ‘Ab competition Ke Liye #MaamlaGambhirHai’ campaign brings to the fore India’s depth of talent, and the nation’s optimism in the team’s potential following Gautam Gambhir’s appointment as a coach.
With Sony LIV prepared to stream the first game commencing on Saturday, 27 July 2024, the platform has already announced several innovations & features for the upcoming tour. Streaming in four languages (English, Hindi, Tamil & Telugu), the platform will also have additional features such as batter, stump & bowler cameras that allow fans to pick specific camera angles to watch the game unfold.
Additionally following his heroics at the boundary line during the finals of the T20 World Cup, Suryakumar Ashok Yadav will lead the team in Sri Lanka for the T20 leg of the tournament, with Rohit Sharma retaining his captaincy in the ODI format. For the Indian faithful, even though a new chapter begins in the T20 format, the series will also comprise 3 ODI games as part of the tour.
Sony LIV head of marketing Aman Srivastava said, “Sony LIV is proud to bring this exciting era to fans in the country, the tour will also provide cricket enthusiasts a chance to catch cricket stalwarts, Rohit Sharma & Virat Kohli in the iconic Indian blue after their glorious World Cup win! Through an approach that leverages audiovisual innovations, we are confident that the future is led by feature engagement.”
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.
