Ad Campaigns
Yezdi makes a bold comeback with #NotForSaintHearted campaign
Mumbai: Classic Legends Pvt Ltd, the Indian company that re-introduces iconic marquee motorcycle brands in the market has launched its cult brand Yezdi with a film titled #NotForSaintHearted, that unveils its daring positioning. The campaign is live across the brand’s online platforms.
Conceived by digital-first creative agency Lintas Live, the campaign is based on the insight that the motorcycle brand was more than just a motorcycle – it was a ‘state of mind, a way of life’- a ride reserved for the not-so-saint-hearted.
Speaking on the campaign idea, Lintas Live creative head Sarvesh Raikar said, “Rebuilding this fearless and fun-loving brand was quite a journey, it’s like picking up a Shakespearean classic and rewriting the narrative for today. Especially because we decided not to dwell too much into the past imagery, but to recreate the timeless Yezdi state-of-mind. The goal was to reflect the mindset of Yezdi Mad-Men who seek out challenges and adventures and strive to achieve them in a way that pushes them to challenge their limits.”
Yezdi’s campaign not only talks about the launch but also displays its young, unorthodox, spontaneous and rebellious attitude. The campaign film produced by Milestone Films and directed by Razneesh (Razy Ghai) displays character elements emphasising the sense of adventure and encourages one to embark on challenges that are off-limits.
The marquee motorcycle is back in three new avatars – all borrowing hugely from its wild past.
“Yezdi has transcended many dimensions to offer meaningful and distinctive stories to motorcycling enthusiasts,” said Classic Legends co-founder Anupam Thareja. “All motorcycles run on roads, but the Yezdi runs in the blood, and I have always wanted to go after rekindling that feeling. Our campaign showcases an attitude that gives a youthful heart a sense of direction, allowing it to test its limits with ‘Yezdi, #NotForSaintHearted’.”
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.
