Ad Campaigns
Tata Mumbai Marathon launches ‘Inspire to be Better’ campaign
MUMBAI: Tata Mumbai Marathon recently launched its “Inspire to be Better” integrated campaign ahead of its 2019 event. The campaign is designed to value the inspiring stories of people from all walks of life and to recognise those who inspired them to be better.
The campaign that will be featuring real people with their inspiring stories has been kickstarted by event ambassador for Tata Mumbai Marathon 2019, MC Mary Kom, who wrote a letter to her husband, Onler Karong, thanking him for the inspiration he has been to her. The other two stories are of Meera Mehta, one of the young fund-raisers and one of the first ones to raise funds at TMM; and Krishna Prakash IPS, super cop, an avid runner, and the first Indian civil servant to complete the gruelling Ultraman World Championships.
As a closure to the print campaign, the event is also running a contest and requesting individuals to share their inspirational stories and one meaningful story will be featured in The Times of India Front Page Ad.
Procam International joint managing director Vivek B Singh said, “We are proud to launch the innovative 'Inspire to be Better' campaign leading up to the 16th edition of the prestigious Tata Mumbai Marathon. While a record number of runners participate on race day to gain glory, there are millions more who are part of the event in various avatars. This campaign will evoke a sense of pride amongst all those who have in their own unique way inspired to be better.”
In addition to the campaign, the #BeBetter gratitude ground activation will also be conducted simultaneously in various offices, city spots, running community and the event expo.
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.
