Ad Campaigns
Weekend Unwind with: Momo Media co-founder & creative head Anant Sharma
Mumbai: With another weekend upon us, it is time to unwind with the latest Q&A edition of Indiantelevision.com’s Weekend Unwind—a series of informal chats that peek into the minds of business executives through a fun lens in an attempt to get to know the person behind the title a little better.
In this week’s session, we have Momo Media co-founder & creative head Anant Sharma.
At Momo Media, a video content creation agency, Sharma is responsible for overseeing all creative output at the company, drawing upon his extensive experience in creative fields such as ad film writing and direction. Sharma possesses a diverse skill set and a comprehensive understanding of various creative disciplines, including cinematography, illustration, and music production. He has successfully led the development of end-to-end video campaigns for a range of global brands, including Xiaomi, Mahindra Electric, and Myntra.
With his exceptional creative abilities and passion for innovation, Sharma has played a significant role in establishing Momo Media as a leading player in the video content creation industry.
So, without further ado, here it goes…
- Your mantra for life
My favourite way to put it is “Work, more.”
- A book you are currently reading/plan to read
How to Steal Like an Artist – Austin Kleon
- Your fitness mantra, especially during the pandemic
Let your body be what it wants to be
- Your comfort food
Aloo Parathas with Makkhan and Dahi
- When the chips are down a quote/philosophy that keeps you going
“Amateurs wait for inspiration; Professionals get to work.”
- Your guilty pleasure
Binge-watching YouTube way too late in the night
- When was the last time you tried something new?
Every week – Sundays are for new things!
- A life lesson you learnt the hard way
First impressions are more important than you’d think
- What gets you excited about life?
The incredible free will to chase any dream, walk any way and love everyone
- What’s on top of your bucket list?
“Make a bucket list”
- If you could give a piece of advice to your younger self, what would it be
Invest in crypto
- One thing you would like to change the most about the world
Make all fuel types eco friendly
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.
