Ad Campaigns
#Sundamentalfacts: Wild Stone Code’s new campaign to change sunscreen perception among men
Mumbai: Wild Stone Code has unveiled its latest creative campaign – #Sundamentalfacts, centred around its sun protection range. Ideated by its digital creative partner, popkorn, the campaign aims to evangelise understanding and usage of sunscreens, promoting better skincare amongst men.
The #Sundamntalfacts campaign is crafted into five separate films, each delivering essential insights into sunscreen selection and application. Cheeky, sarcastic, funny, and matter-of-fact – the bite-sized films speak directly to men in a language they understand.
The first film of the series addresses the power of sunscreen by comparing its protection to the power and reliability of a high-performance car. The subsequent films similarly focus on the importance of lightweight, non-greasy formulas, avoiding white casts, techniques for optimal sunscreen use, and the need for sunscreen application within indoor environments – which so often gets side-lined.
Wild Stone marketing head Vivek Mishra remarked, “Nothing creates more impact than creativity that’s simple and direct. Our goal was to spark conversations amongst men about sunscreens, and we believe this campaign will achieve just that.”
popkorn senior creative director Ranit Mukherjee explained, “Men know everything – at least that’s what we believe! But to be honest, skincare is never one of the things we have a complete grasp on. So, to talk about the importance of sunscreens and their proper usage, we wanted to create a campaign that is equal parts relatable and informative.”
The #Sundamentalfacts campaign is set to redefine men’s skincare routines by making sunscreen use a fundamental part of the daily regimen.
Wild Stone Code’s continuous efforts to promote sun safety among men reflect their commitment to fostering positive behavioural changes. Through this campaign, they aim to educate and encourage men to prioritize skin protection, thereby addressing a crucial health concern often overlooked. This initiative not only underscores their dedication to enhancing the well-being of their customers but also aligns with their overarching brand mission of empowering men to lead healthier and more confident lives. Wild Stone Code is taking a significant step towards creating a more informed and health-conscious community by championing sun safety.
https://www.youtube.com/channel/UCkjXw8kupdRv7lF80y4KCPw
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.
