Ad Campaigns
Valvoline India announces Keeping The World Turning campaign
Mumbai: Global lubricant manufacturer Valvoline Cummins Private Limited (“Valvoline Cummins”) has initiated the third edition of the mechanic month campaign globally and in India. The campaign revolves around the theme; ‘‘Keeping the World Turning” and aims to celebrate the effort of mechanics and thank them for their dedicated endeavours to keep the world turning.
This year, Valvoline Cummins aims to honour the contribution of mechanics in keeping the world’s engines turning and inspire people to join the month-long celebration to thank mechanics globally. Mechanics play a crucial role keeping our vehicles in optimal condition. Their expertise and required care help keep our vehicles functioning at their peak performance. Time and again, mechanics have proved their value to the society with their everyday attitude to fix the minutest of issues that have cropped up at odd hours and even caused an emergency. Behind every moving vehicle is a trusted mechanic who will forever be the backbone of the automobile industry.
Through this initiative, Valvoline Cummins is inspiring people to show appreciation to their mechanics for their relentless efforts in keeping the world turning. The campaign, which will be carried out on various mass media platforms such as radio, digital and on-ground, aims to sensitize people about the hard work that mechanics put into caring for our vehicles and encourage them to extend heartfelt messages to their trusted mechanic.
To further thank the community, Valvoline has provided education to the children of truck drivers, mechanics, and underserved people under their ongoing initiative Muskaan Scholarship programme. The scholarship aims to support the education of children between 9th and 12th standard. With the help of the scholarship, many children have been able to score excellent results. Additionally, the scholarship awardees will be mentored by the employees of the company, who will take dedicated time out of their working hours to help them with other aspects of life. The scholarship has been granted to more than 1250 children, with more to come.
“Last year, the campaign focused on recognising the contribution of mechanics in keeping the world moving forward” said Valvoline Cummins head of marketing Ipshita Chowdhury. “In 2023 we want to thank mechanics and inspire people to do the same for their crucial role in keeping the wheels of our life ever turning.”
“It gives us immense pleasure to announce the third edition of Mechanic Month as we join hands with mechanical professionals to celebrate their contribution towards the automobile industry and acknowledge their pivotal role in keeping our engines running smoothly” said Valvoline Cummins MD Sandeep Kalia. “In this fast-paced world, we often forget to recognize the efforts of mechanics in vehicle safety and performance that keeps our life safe and moving. We believe that through these campaigns we can encourage consumers to realize and thank mechanics for their dedicated service and make them feel special for their valuable work. We, at Valvoline, express immense gratitude to mechanic workers in keeping India turning and forever steering towards growth and development.”
Valvoline has long been a supporter of mechanics through various programs and campaigns throughout its more than 150-year history. Since the inaugural launch of the ‘Mechanics’ Month’ initiative in 2020, participation has grown from 15 countries to an additional 50 expected for this year’s observance. Valvoline leadership credits Mechanics’ Month’s overall uniqueness in the category and its broad reach and relevance as catalysts for increased adoption around the world.
In India, Valvoline Cummins manufactures a wide range of fluids, viz., engine oils, gear oils, radiator coolants, brake fluids etc. for engines made by various OEMs. Valvoline Cummins firmly believes that its growth potential lies in the quality of execution, power to innovate and in its resolve to remain a step ahead of market demands.
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.
