Ad Campaigns
Stuck in the Bhaizone? There could be a Wild way out of it
Mumbai: Wild Stone, the renowned male grooming brand from McNROE, proudly announces the launch of the third edition of their immensely popular campaign, “BhaiZone Ka The End.” The campaign, known for its innovative and engaging approach, aims to resonate with its audience while showcasing the brand’s products in a lighthearted and relatable manner.
Last year the campaign won a bronze for its Meme Leg at the ET Brand Equity Trendies Awards 2021-22. Wild Stone strategically integrated memes, ensuring widespread visibility. Over 300 memes were thoughtfully crafted and disseminated across a vast network of 400+ meme pages, resulting in 20 million+ impressions. Building on it further, Wild Stone has taken a step forward by collaborating with popular couples/duos on Instagram such as Sakshi & Dheeraj, Aliya Hamidi & Aadil, Rohit & Aishwarya Tanishk & Aarzoo, and others. These influencers have skillfully woven the essence of Wild Stone Fragrances into their content, depicting amusing scenarios that revolve around how women shift their perspective from bro-zoning to a deeper connection, with a little help from Wild Stone’s captivating fragrances. The YouTube video released as part of the campaign has garnered an astounding 5 million views, capturing the attention of audiences across the nation.
Speaking about the campaign, Wild Stone at McNROE head digital Abhishek Sharma said, “At Wild Stone, we believe in creating campaigns that not only entertain but also resonate with our audience on a personal level. ‘BhaiZone Ka the End’ is a testament to our commitment to showcase to young men in the country on how to hold their own confidently.”
Wild Stone’s ability to emotionally connect with consumers through relatable storytelling has fueled the triumph of the “BhaiZone Ka the End” campaign. Beyond engaging Instagram influencer videos, they have done vox-pop interviews with DU students, interactive outdoor selfie activity, and an innovative placard activity declaring colleges “bhai-Zone Free”. Further expanding its reach, Wild Stone partnered with meme pages for witty and shareable content.
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.
