Ad Campaigns
Tata Starbucks kickstarts #StarbucksDance Challenge series with Radhika Madan & Krystle D’Souza
NEW DELHI: Tata Starbucks has announced the launch of the #StarbucksDance Challenge to engage with its consumers and help them dance away their lockdown blues. To kickstart the challenge, your favourite neighborhood store roped in Bollywood actor of Angrezi Medium fame, Radhika Madan & popular television artist Krystle D’Souza.
Radhika took to her Instagram to unveil the #StarbucksDance Challenge, where she is seen performing the signature hook step while encouraging her 2.4 million followers and friends Krystle D’Souza, Sanya Malhotra and Jasleen Royal to take up the dance challenge. Following which Krystle D’Souza took up the challenge further nominating her friends Anushka Ranjan, Kavya D’souza and her 6.2 m followers to carry forward the dance challenge and groove along with her.
Krystle & Radhika are seen dancing while enjoying the recently launched limited edition 1 litre Freshly Brewed beverages as part of the #StarbucksAtHome initiative.
With the aim of spreading positivity and joy, Tata Starbucks is inviting entries from brand loyalists and fans to participate in the dance challenge and stand a chance to win Starbucks for a year*!
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.
