Ad Campaigns
Valvoline India kickstarts fourth edition of Mechanics’ month campaign
Mumbai: Valvoline Cummins Private Ltd (“Valvoline Cummins”), the pioneer in engine oil manufacturing and a prominent global lubricant provider driving innovation in mobility, has officially commenced the 4th edition of its Mechanics’ Month campaign, both globally and in India. This year’s campaign, themed ‘Mechanics Make the World Better,’ is aimed at honouring the efforts of mechanics and expressing gratitude for their indispensable role in keeping society functioning smoothly. The brand dedicates the month of March and ongoing efforts throughout the year to celebrate and empower mechanics, whose invaluable work enhances our lives in numerous ways.
The focus of this year’s initiative by Valvoline Cummins is to highlight the significant contribution of mechanics in enhancing the world’s functionality by ensuring the efficient operation of engines and vehicles. Through this campaign, Valvoline aims to inspire widespread participation in acknowledging and appreciating mechanics worldwide. Mechanics are instrumental in maintaining vehicles at their optimal performance levels, consistently demonstrating their expertise and dedication, often in demanding situations and at unconventional hours. They stand as the unsung heroes behind the smooth operation of every vehicle, serving as the backbone of the automotive industry.
Valvoline Cummins encourages individuals to join in this month-long celebration by expressing gratitude to their trusted mechanics for their unwavering commitment. The campaign will utilize various mass media platforms such as radio, digital channels, and on-ground activities to raise awareness about the invaluable contributions of mechanics and encourage people to convey heartfelt messages to their local mechanics.
As part of its ongoing Muskaan Scholarship program, Valvoline is extending educational support to children of truck drivers, mechanics, and underserved communities. The scholarship program, catering to students from 9th to 12th grade, aims to facilitate their academic pursuits. Notably, scholarship recipients will receive mentorship from company employees, who will dedicate their time to provide guidance beyond academic realms. To date, the scholarship has benefitted 3500+ children, with plans for further expansion.
Valvoline Cummins marketing head Ipshita Chowdhury remarked, “Last year, our focus was on recognizing mechanics’ pivotal role in sustaining societal functions. In 2024, we aspire to express gratitude to mechanics and inspire others to do the same, recognizing their indispensable role in ensuring the seamless functioning of our lives.”
Valvoline Cummins managing director Sandeep Kalia expressed enthusiasm for the fourth edition of Mechanics’ Month, stating, “We are delighted to launch the fourth edition of Mechanics’ Month, collaborating with mechanic professionals to celebrate their contributions to the automotive industry and recognize their vital role in keeping our engines running smoothly. In today’s fast-paced world, it’s imperative that we acknowledge and appreciate the efforts of mechanics in ensuring vehicle safety and performance, thus sustaining our way of life. Through these initiatives, we aim to raise awareness among consumers and express our heartfelt appreciation to mechanics for their dedicated service.”
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.
