Ad Campaigns
This Women’s Day, OkCupid urges to #FlipTheQuestion and break gender stereotypes
MUMBAI: As Oscar Wilde once said, “The answers are all out there, we just need to ask the right questions”. This women’s day the international dating app OkCupid encourages us to use our questions well and, maybe, start an epic story.
Following #SubstanceOverSelfies, OkCupid is now asking single millennials to #FlipTheQuestion. Their latest video, on the occasion of International Women’s Day, uses questions – good and bad – to challenge gender stereotypes. The film opens with three women from different walks of life ignoring ‘assumptions and boring questions’ being thrown at them.
OkCupid CMO Melissa Hobley says, “India with its evolving social fabric is so exciting. The most insightful responses from Indian users are on feminism, gender roles and the idea of romance in this decade. For women who are charting new paths, both personally and professionally, patronising conversations and lopsided stereotypes remain a constant point of exasperation. With #FlipTheQuestion we’re encouraging men to rethink the questions they ask and begin the journey to an epic story. After all, every good story begins with the right questions.”
As a dating app that celebrates individuality, OkCupid uses an algorithm informed by over 3000 questions to meaningfully match its users on the basis of shared interests, values, quirks, and deal-breakers. The campaign video went live on 7 March 2019 on OkCupid India’s digital channels.
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.
