Ad Campaigns
Tic Tac collabs with Yashraj Mukhate for #TicTacLife campaign
Mumbai: Tic Tac, the confectionery brand of Ferrero India (part of Ferrero Group), one of the world’s leading manufacturers of sweet-packaged products, has announced the launch of its latest digital influencer campaign #TicTacLife in a musical collaboration with the internet sensation Yashraj Mukhate.
The campaign aims to portray Tic Tac as an inspiration for a refreshing transformation that brings alive the precious moments of fun and good vibes, to further establish Tic Tac as the preferred choice of refreshment amongst the youth of India. As part of the digital campaign, Yashraj Mukhate showcases how Tic Tac breaks the silence of boredom through the iconic rattle sound of Tic Tac Box, thereby creating a refreshing symphony. Yashraj takes you to the realm of #TicTacLife, by creating lively music to uplift one’s mood and refresh inner positivity.
The digital film opens with a sleepy Yashraj nodding while sitting at his desk. To snap out of the seemingly never-ending boredom, he opens a pack of Tic Tac which brings much-needed instant refreshment. While enjoying the newfound revival, his eyes light up in joy as he is inspired by the sound of Tic Tac. Furthermore, he uses the Tic Tac box to create a delightful rejuvenating symphony to break people out of boredom and uses the jingle to invite people to join him in living the Tic Tac life.
Ferrero India marketing head, Pills & Gums Zoher Kapuswala said, “Tic Tac has always been a ‘Youth-first’ brand, keeping the consumer at the heart of all its endeavours. Keeping pace with Gen Z & their passion for music & fun, we leveraged the magical combination of the viral music sensation- Yashraj Mukhate’s aptitude, & the Brand’s Iconic Rattle sound to create an engaging and exciting symphony that inspires everyone towards a refreshing transformation from boredom to fun-filled moments.”
Yashraj Mukhate said, “I’m very excited to collaborate with Tic Tac on its new digital campaign #TicTacLife. Playing with interesting sounds has been a running theme on my profile and the amazing rattle sound of the Tic Tac box has given me the inspiration to make this refreshing jingle. I encourage everyone to join me in living the Tic Tac life and break out of the dull day-to-day boredom.”
#TicTacLife is a digital influencer campaign that will be leveraged across social & digital platforms.
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.
