Ad Campaigns
TVS Raider invites bikers to experience ‘Call of the Wicked’
Mumbai: TVS Raider has launched a bold campaign titled ‘Call of the Wicked’, inviting riders to unleash their inner ‘wicked’ and feel the ultimate thrill of the ride. Conceptualised by FCB Kinnect, the campaign embodies the brand’s spirit of embracing one’s most wicked self, powered by the brand’s all-new iGO feature and upgraded performance.
In a captivating film designed for Gen Z thrill-seekers who crave speed, power, and individuality, this film is a cinematic masterpiece which takes viewers on an adrenaline-fueled journey through a vibrant cityscape, showcasing the stylish new look and standout features of the TVS Raider. Inspired by superhero lore, the film evokes the feeling of riding to answer the ‘call of the wicked’.
FCB Kinnect & FCB/SIX India CEO Rohan Mehta said, “A truly powerful idea speaks volumes, even in silence. By transforming a sharp insight into a cinematic experience, we’ve captured the bold spirit of the TVS Raider in a way that’s as unforgettable as the ride itself.”
FCB Kinnect group executive creative director (South) Nishant Pratap added, “The new Raider epic is a pure adrenaline kick at 24 frames a second. Our intent was to stay true to our wicked roots and celebrate the million-plus Raiders out there. Being the fastest in its class, skinned in the spanking-new Nardo Grey, we just had to make a film that deserves announcing its arrival.”
The campaign is live across digital and television.
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.
