Ad Campaigns
UPES ON unveils ‘REBEL’ campaign revolutionising education for today’s innovators
Mumbai: UPES ON, the digital education wing of UPES University, ranked 52nd by NIRF and recognized as the first Indian private university for Academic Reputation by QS World Rankings, recently made public its groundbreaking ‘REBEL’ digital video campaign.
This dynamic 30-second narrative showcases a spirited 21-year-old challenging the status quo and reshaping our perception of education. Rejecting traditional paths, she boldly embraces UPES ON’s online learning platform, aligning with her unique journey.
REBEL captures the essence of the challenges and choices faced by today’s youth, positioning UPES ON as the university of tomorrow, offering education that aligns with contemporary aspirations, including the dynamic field of BCA.
The campaign emphasizes UPES ON as a hub for modern learning, spotlighting features like AI programs, a vibrant alumni network, diverse courses, masterclasses, and financial support. The character boldly asserts, “I’m doing things ahead of my time… Maybe that’s why I’m called a rebel.”
Commenting on the launch, UPES ON head of branding and marketing Ankita Sharma stated, “REBEL embodies the spirit of breaking barriers and forging new paths, including the exciting field of BCA. It speaks directly to the aspirations of today’s youth, encouraging them to embrace education that mirrors their individuality. UPES ON is proud to be the catalyst for these transformative journeys.”
In a world that celebrates innovation and original thinking, UPES ON invites individuals to explore online degrees that harmonise with their dreams. ‘REBEL’ transcends beyond a mere video; it’s a call to reimagine education and seize control of one’s destiny.
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.
