Ad Campaigns
Valvoline highlights its ‘child-like passion’ in latest campaign
MUMBAI: Lubricants and automotive services supplier Valvoline Cummins has launched its new TVC, ‘Baccho Jaisa Junoon’ to celebrate its 150-year-old legacy.
The campaign highlights the Valvoline team’s child-like enthusiasm, passion, and curiosity that drives its innovation even today and gives customers the best products. Children have always been the best example of originality as they constantly innovate and experiment. Valvoline celebrates this quality of children by bringing the same curiosity and passion to the brand and its philosophy, said the company on Wednesday.
The campaign will run across all popular GECs, news channels, and digital platforms.
“Changing with time but staying original’ is our motto and with the same commitment & passion we have built trust with our channel and consumers over the years. We are one of the fastest-growing lubricant brands in India and the new campaign “Baccho Jaisa Junoon” is testimony to our 150 years of trust & credibility that the brand enjoys world over,” said Valvoline Cummins Pvt Ltd managing director Sandeep Kalia.
“Our new campaign reinforces the brand’s promise of continuous innovation that has been a constant for us, for over 150 years. What keeps us going is our relentless passion and curiosity around evolving technology that helps us create offerings in tune with consumer trends. The creative inspiration came from the inherent curiosity and originality children have and the passion they exhibit. That in a way embodies our brand’s essence, making us the original engine oil,” shared Valvoline Cummins Pvt Ltd chief marketing officer Ipshita Chowdhury.
Elaborating on how the campaign was created, Leo Burnett India executive director Anjana Gaur, said, “Valvoline is positioned as the Original Engine Oil across the globe. Our attempt was to craft an interpretation that will resonate best with the Indian audience. We wanted to showcase what makes and keeps the brand original, its passion for continuous innovation, in an interesting manner. The idea was to capture the innate curiosity and passion that children have when they are determined to do something. Valvoline has the same passion to stay original and deliver the best engine oil for every automobile.”
In India, Valvoline Cummins Pvt Ltd is a 50:50 joint venture between Valvoline International Inc. U.S.A and Cummins India Ltd.
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.
