Ad Campaigns
Youngun converts viral internet image into a Bigg Boss themed campaign for MakeMyTrip
Mumbai: The leading travel platform, MakeMytrip, launched an integrated campaign, strategically leveraging the buzz surrounding a viral internet image (image in attachment). The campaign was crafted and conceptualized by Youngun.
The internet was set abuzz with a viral image of Salman Khan fans lining up outside his home, eagerly requesting entry into the Bigg Boss house. As the image gained momentum across social media channels, Youngun, a new age integrated marketing agency, spotted a potential trend and pitched a campaign to MakeMyTrip.
As a part of the campaign, Salman Khan in association with MakeMyTrip, addressed fans’ pleas and in a groundbreaking move, welcomed ‘aam janta’ into the Bigg Boss house! 15 lucky participants who would be entering the house were selected through a contest organized by MakeMyTrip in collaboration with Colors TV.
Youngun CEO & founder Saksham Jadon said, ‘Brands doing things for people’ is a rare sight in the Indian advertising scene, we always wanted to do an integrated marketing campaign around a real-life event. Since we crafted this campaign on top of a fan moment, it really helped us connect much more deeply with the Bigg Boss Fans and the numbers/impact shows!
Youngun creative head Aman Hussain said, “Right from day one, we knew this campaign is going to be iconic. The last one month was no less than a roller coaster ride with multiple brainstorming sessions, last-minute changes, and alot of ‘iss idea ko aur crazy kaise karein yaar’. Thanks to Salman bhai for saying the words we wrote and the MakeMyTrip team for allowing us to do what we do best.”
Youngun creative lead Ashish Kanojia said, “We saw immense traction around the campaign on social and really feel Bigg Boss has developed its own cult over the decades and it clearly reflects when we saw the excitement in the comment section. Coming up with ‘Bigg Boss Chahte hai’ billboard Ideas was the true highlight for me in this campaign.”
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.
