Ad Campaigns
Tasty Treat launches IPL campaign
MUMBAI: Indulging in the IPL fervour, Tasty Treat, the munching brand from Future Consumer, has announced a 360-degree marketing outreach that connects customers in their homes, stadiums, and at all Future Group stores throughout the season. As the official partner for the Indian Premier League, Tasty Treat has roped in the versatile celebrity choreographer Melvin Louis to choreograph the dance steps for ‘Tasty Treat Army’.
All fans need to do is follow Tasty Treat on social media, learn the Rap Chak dance moves by Melvin Louis and share it on the brands Facebook, Instagram or Twitter page. Winners will get a chance to watch the next IPL match live in the stadium and be a part of the ‘Tasty Treat Army’. Increasing the excitement level during the matches, Tasty Treat will display entertainment zones that will offer a relaxing and fun breaks for its consumers across all stadiums hosting the IPL matches. Not only this, customers can also visit the Tasty Treat concessionaire stands that gives you a chance to munch your favourite namkeen, snacks, sweets and much more.
Speaking about associating with IPL Future Group CEO – food business Sadashiv Nayak said, “Over the years IPL has earned nationwide appeal from all age groups, communities and cricket fans from all over. Likewise, Tasty Treat is spread across categories with products that are made not only for different age groups but also as per community preferences. Families can enjoy the IPL by munching on some classic cheese popcorn, barbeque bhujia, chocomint wafer biscuits and much more.”
Tasty Treat is also connecting with its consumers at over 1500 plus Future Group stores like Big Bazaar, Big Bazaar GenNXT, Easyday Club, Heritage Club, HyperCity, Nilgiris, WH Smith, and others. Customers purchasing Tasty Treat products will have a chance to win an all-expense paid trip to the IPL finals (couple tickets, food, trave,l and lodging). Not only this, customers also have the opportunity to win exciting gifts like Television sets, ACs, Microwaves, Toasters, Blenders and other electronic gadgets. Adding more to the list, Tasty Treat will be giving lakhs of assured prizes against all Tasty Treat purchases in the form of discount coupons that can be availed during their next purchase of Tasty Treat products.
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.
