Ad Campaigns
Thoughtshop Advertising bags Bayer’s creative mandate
MUMBAI: Thoughtshop Adertising, a 360-degree advertising and film production company based in Mumbai, has won the creative-advertising mandate for Bayer, a global life science company with core competencies in the areas of agriculture and health care. The agency has provided services to Bayer, from planning, strategy, conceptualisation to film production and execution across television, print, radio and digital platforms.
Thoughtshop Advertising and Film Production founder and chief creative director Vipin Dhyani said, “We are honoured to be a part of the Bayer family, a global leader in the agriculture and healthcare space. We felt fortunate as client showed immense faith in us and bought very bold concepts in contrast to the Agri industry. As the TVC has received positive responses across key markets, we are now charging forward to deliver more riveting offerings for the brand across various mediums.”
Bayer head of marketing communication Jayston D`souza said, “Thoughtshop has done a very good job on the TVC right from the concept to managing the technicalities, it was impressive. With Thoughtshop’s quality body of work and their in-depth understanding of our brand, the industry and creative requirements, we believe we have found the right partner to assist us in highlighting our brand and key messaging across our core target audience.”
Thoughtshop delivered its first set of TVCs for Bayer’s hybrid rice seed brands Arize 6444 Gold & AZ 8433 DT both along with print and radio campaigns. It got aired on 20th May, across key regional markets including Uttar Pradesh, Bihar and Jharkhand, where the relevance of the product and its use is higher.
The thought behind the campaign titled ‘The Real Hero’ featuring Bhojpuri superstar Ravi Kishan, draws similarities between a superhero and the product Arize 6444 Gold which is, the real hero for farmers due to its very nature of sureshotness of giving a good yield.
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.
