Ad Campaigns
Third Wave Coffee marks eight years of creative journeys
Mumbai: Third Wave Coffee marked eight years of fueling creative journeys with their specialty coffee, with a befitting celebratory campaign titled #InspiringIndianCrea8ors. The month-long campaign celebrates creators from various fields and applauds their unique stories and creative journeys that were sparked while indulging in their favorite delight at Third Wave Coffee neighborhood cafes. To mark the occasion, the brand has released a special digital film featuring a curated group of visionary creators – ranging from authors and restaurateurs, to digital marketers and entrepreneurs – who discovered their creative spark within the warm, welcoming space of Third Wave Coffee cafes. Through candid insights and personal reflections, these creators share how the café became their haven for inspiration and innovation. #InspiringIndianCrea8ors only further underscores the brand’s continued commitment to nurturing its community.
Third Wave Coffee CEO Rajat Luthra says, “At Third Wave Coffee, we believe in the power of coffee and community to inspire, connect, and fuel creativity. Over the past eight years, we’ve witnessed our stores transform from more than just grab & go coffee places, to social hubs drawing people together to collaborate, innovate and grow. We are delighted to have played a part in many aspiring tales and are humbled by the love bestowed on us by our consumers. With #InspiringIndianCrea8ors, we pay an ode to the bright minds that find their niche at our cafes, and aspire to make a positive difference – armed with a cup of their favourite coffee.”
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.
