Ad Campaigns
Thomas Cook India bullish on India’s e-holiday market with ‘Bachat ka Baadshah’ campaign
MUMBAI Thomas Cook (India) Ltd.(Thomas Cook) is witnessing strong delivery of its e-commerce strategy with focus on leveraging the rapidly growing digital native Indian consumer. Today, the company’s e-commerce (led by its portalthomascook.in) accounts for over 11 per cent of its overall travel business.
This season, to tap into the innate value seeker Indian psyche and inspire bookings, Thomas Cook India has unveiled a new campaign ‘Bachat Ka Baadshah’, with a range of great value holiday packages easily bookable onthomascook.in.
The campaign introduces a character called Bachat Ka Baadshah, with quirky, humour to drive home the benefits of being a ‘Smart Saver’ or Bachat Ka Badshah. The month–long campaign incorporates a healthy mix of, outdoor radio and digital focus, across Mumbai, Delhi and Bangalore. The campaign is also being promoted aggressively on social media via Twitter and Facebook contests.
Thomas Cook Technology & Shared Services president and group head Amit Madhan said, “Indian consumers today are looking at multiple options when planning their holiday, and our hybrid omni-channel ‘clicks n bricks’ strategy is hence working very well in our favour. As market leaders, Thomas Cook India’s objective is to give consumers what they truly want – a great value experience. Our ‘Bachat ka Baadshah’ campaign hence aims to optimise on the strong growth in traffic to our one-stop-shop portalthomascook.in and inspire demand by offering savings.
He added, “The special air inclusive packages that have been launched as part of the campaign, are simple and easy to book online via thomascook.in, and the special offers only serve to sweeten the deal!”
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.
