Ad Campaigns
Tata Communications celebrates ‘spirit of India’
MUMBAI: Tata Communications, a leading provider of A New World of Communications™, today announced the launch of a major multi-channel brand campaign in India.
Designed to highlight the company’s diverse services portfolio that enables digital transformation for businesses and its contribution to the ‘Make in India’ narrative, the campaign will roll out in December 2016 through to the end of June 2017.
Tata Communications partnered with global agencies Initiative (media agency) and Brilliant Noise (marketing & communications agency) for the Indian campaign.
Unfolding across India’s busiest airports of Mumbai, Delhi, Bangalore and Pune, and reaching over 100 million travelers, this campaign also includes the sponsorship of major industry and technology events in India as well as an extensive online advertising campaign with leading business publications, generating over 100 million impressions on all its digital channels.
The roll-out of this campaign coincides with Tata Communications’ 15th year anniversary of a successful public-private partnership, which has seen the company evolve into the country’s business transformation leader, with services across network, mobility, cloud enablement and security.
Tata Communications CMO Julie Woods-Moss said: “India continues to ascend the global competitiveness index. We are committed to playing a role in nurturing the country’s business potential and enabling outstanding customer value by simplifying digital transformation across industries. Our new brand campaign celebrates the spirit of India and showcases our innovative portfolio of products and services across network, cloud, mobility and security.”
Tata Communications’ portfolio of services is underpinned by the company’s leading global network infrastructure. The company owns and operates the world’s largest and most advanced subsea fibre cable network, including the only wholly-owned fibre ring around the world. This network enables customers and partners to reach 99.7% of the world’s GDP, with connectivity to over 240 countries and territories.
This campaign builds on the successful campaign in Silicon Valley (2014) and Tata Communications’ ongoing sponsorship of the Heathrow Express in London that started in 2015.
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.
