Ad Campaigns
Viacom18 packs a punch with ‘Pyaar Ka Punchnama 2’ marketing
MUMBAI: Pyar Ka Punchnama is all set to return with new twist. Viacom18 Motion Pictures has lined up a unique marketing campaign to promote the movie. Kick-starting the teaser with #DilKaJail standees across multiplexes pan India, the studio set the tone for a quirky yet relatable marketing campaign.
Presented by Viacom18 Motion Pictures, Pyaar Ka Punchnama 2 is produced by Abhishek Pathak and directed by Luv Ranjan. The movie will release on 16 October.
Viacom18 Motion Pictures marketing VP Rudrarup Datta said, “Pyaar Ka Punchnama 2 is a cult film that defies the norms of quintessential Bollywood love stories. The film needed a quirky, standout campaign that would connect to the youth and their ideologies of love and relationships and we are delighted with the response we have received thus far.”
An interesting campaign was done by the filmmakers where cinema patrons went behind the bars, jailed by the heart and clicked funky selfies and group pictures. This was facilitated across metros and mini metros. Driving the quirk in the campaign, human banners with the tagline ‘Love is Injurious to Health’ were created and volunteers went and photo-bombed couples at various lover’s points across 10 cities.
Moreover, as the Pyaar Ka Punchnama monologue has gone viral across platforms, in an attempt to extend the idea of the monologue to the common man, an on ground contest activation was conceptualised wherein the most Pyaar mein Pareshaan boy gets a chance to win a trip to Bangkok after a successful recitation of a heated monologue.
Using radio and the digital platform as mediums, this campaign engaged people across the nation. Taking the campaign a notch higher in the release week, a Mohabbat Mukti Morcha was organised where a horde of people assembled in Juhu. From witty one liner hand posters that said Jaanu mujhe jaane do to the burning of a 3ft teddy bear – all the cliché romantic symbols that lead to false expectations in a relationship were protested against. Leading this movement were the lead actors of the film including Kartik Aaryan, Omkar Kapoor and Sunny Singh.
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.
