Ad Campaigns
The unpardonable

It‘s a quirky world full of inscrutable clients, unrealistic deadlines and unpredictable bursts of energy, advertising is.
Presenting tongue-in-cheek peeks at life in media as it exists in India. We would also welcome such and similar thoughts that you would like to see featured in this column. Feel free to pen in your own take to admadworld@indiantelevision.com.
The interrupters – a clan found in great abundance across society today. These people have an age old personal vendetta against the completed sentence. They take great umbrage when someone manages to sneak one past their intrusive dispositions. Normally, however, when at the top of their game, having any one of this species present in your office is considered extremely bad for grammar and punctuation in general and even worse for blood pressure levels.
“To complete a spoken line of thought is a privilege that is elusively sought”
The express delivery of the teacup, the hushed words of wisdom and Chai-La (the mystical Chinese canteen tea boy) had disappeared amongst the pages of the unfinished book that Ram Shankar had been carrying.
Mr. Bose (the client) had come over to the agency office to introduce one of their new foreign collaborators. It was not meant to be a meeting or briefing of sorts, just an informal introductory session in Vikas‘s (Ram‘s colorful boss and the business head) room where Mr. Interrupto would meet the team he would be interacting with over the next few weeks.
The agency team was there in full strength, from the servicing fall guys, Vikas and Ram, to the creative director PP (of the outrageous moustache fame), even Dharti (the curvaceously crafted strategic planner) and Planimus (the gladiatorial media planning chief) had been quickly scooped out of their chairs, at short notice and had been bundled into Vikas‘s room to complete the line up.
Mr. Bose, as he often was prone to, chose to address the huddle as if they were the last blokes standing in between Hannibal and Carthage.
“My team,” he began in a tone that was decidedly harsh on the eardrums and sensitive minds, “we are gathered here to welcome Mr. Interrupto, our new partner from across the seas, let us begin by hearing from him about his life journey and then…”
Mr. Bose‘s opening remarks were cut in full flight by a rather polite but decidedly assertive clearance of the throat which the uninitiated would probably have erroneously classified as a cough.
“Ah beg pardon Bose sir” began Mr. Interrupto, in a tone that was soft but had the chilling undertones of a nascent dictatorial spirit.
Everyone looked at him in awe, because no one had ever interrupted Mr. Bose in the middle of his opening remarks. It was the same as trying to stop a Sherman tank with a cactus plant, an extremely thorny issue.
Mr. Bose, however, knew he had to be courteous as these investors were bringing in money by the truckload. Mustering his politest expression he amicably addressed Mr. Interrupto
“What did you have in mind?” asked Mr. Bose, sporting a ‘smile‘ that would have made Mona Lisa‘s expression far more discernable.
“Let each of them step forward and introduce himself.”
“Surely, you don‘t mean step forward,” began Vikas beginning to break into a garish smile which Mr. Bose killed with an instant fluttering of the eyelashes. The rest of the team caught on, evolution in the corporate world does teach you a thing or two.
“In my culture, it is considered respectful to the guest when the host party does that” answered Mr. Interrupto mirroring a somewhat nostalgic twinkle off his spectacle frames.
“And we can start with you; who seems to be the captain of the team.” Vikas stepped forward, puffing his chest to such an extent that it began to develop autonomous horizontal ambitions
“My name is Vikas, I head your business and am responsible for client servicing…”:
“Beg pardon Bose Sir” interjected Mr. Interrupto, just as Vikas was going to hit the higher octaves, “In my country only inefficient businesses need a client servicing function, it‘s just a waste of manpower.”
Mr. Bose quickly motioned Vikas to stand down, and the next person to step forward. PP couldn‘t help indulging a smirk.
“I am Dharti, I head the strategic planning function, and in today‘s challenging market environments it‘s essential to …”
“Beg pardon Bose Sir” intruded Mr. Interrupto, even as his twin pupils did a lightning quick world tour of Dharti‘s sublimely contoured anatomy “I don‘t want any strategy head on my business, strategy is a military term and I come from a peace loving culture.”
Dharti‘s eyes lit up with a captivating rage (from Ram‘s perspective) but Mr. Bose and Vikas gestured her to let it pass.
“My name is Planimus and in today‘s complex changing media environment, I endeavor to provide media solutions that…”
“Ah! What a guy!” cut in Mr. Interrupto, “Just the person who will get me passes for all those media parties, I have heard so much of your parties and what happens in them, you wont disappoint me, will you?”
Planimus, felt like pulling out his sword and cutting off vital organs of this ‘introduction interrupting imbecile‘, but years of wisdom had made him more prudent in self expression. Also he hadn‘t carried his sword that day. He merely smiled in consent and receded into the background.
PP stepped forward, twirled his moustache a bit and began
“I am PP, creative director of the agency…”
“Beg pardon Bose sir”, quipped in Mr. Interrupto, “In our culture, people use their full names when introducing themselves, those who cant take pride in their own names, can never do anything on our business. Also where I come from twirling one‘s moustache so aggressively is considered as a signal used by men of ill repute to solicit commercial fornication.”
“Why you?” boomed PP, but a widely grinning Vikas quickly spirited him outside the room, after the inevitable explosion of expletives; they were both in, in the amazingly efficient time of only two minutes – A new agency record for these interventions.
Mr. Interrupto regarded the team with a calm expression, like he was gathering with great effort and furious sifting, the absolutely perfect words to choose for introducing himself.
Then he stood, sensed his environment, as if the elements were trying to goad him into something spiritually magnificent and started “Thirty years ago, when there was abject famine in most parts of my country, my father had an idea that would forever make the lives of people stricken with misfortune better. In the little cave in which we were huddled, as we were contemplating where our next meal would come from, he found on one of the walls of the cave a divine inspiration…”
“Beg pardon sir” an honest voice interrupted quickly transporting the occupants of the room out of the cave.
All faces were automatically yanked in the direction of the sound byte and the concerned eyes rested on Ram Shankar.
“We had not completed all the introductions from the agency team, mine was still remaining.”
Mr. Interrupto faces exploded with an uncontrollable rage, his nostrils themselves could have qualified as weapons of mass destruction.
His evaluation of Ram quickly reached him to the conclusion that he would fall in his own eyes if he directly addressed him. Turning to Mr. Bose he began in terse sentences set to the tune of the incessant banging of the table.
“How dare he interrupt me when I am speaking? We don‘t even encourage underlings to be in the same room, I have taken this as a personal insult, we will think about investing in your company.”
Mr. Interrupto turned and left the room. Mr. Bose felt like someone had just taken his wonderfully completed exam paper and chucked it out of the window just as the call for time ensued. He followed Mr. Interrupto out of the room almost mechanically. Vikas shot a ‘you are in big trouble‘ expression Ram‘s way and then hurried towards damage control.
The others patted Ram‘s head rather affectionately, spoke a few kind words about character and bravery and then left the room. Ram sat down and sank his head on the table.
“Never interrupt a client‘s boss, unless you are prepared for total loss” Ram felt the tea cup and forlornly looked up just in time to see Chai-La disappear in the TV frame which displayed the age old legendary caption ‘Sorry for the interruption.‘
The writer is Vice President, Rediffusion DY&R. He is also the patron saint of Juhu Beach United, a football club that celebrates the ‘unfit, out of breath media professional of today‘. You can write to him at (vinaykanchan@hotmail.com).
(The views expressed here are those of the author and Indiantelevision.com need not necessarily subscribe to the same)
Ad Campaigns
Amazon Ads maps 2026 as AI and streaming rewrite ad playbooks
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.
Ad Campaigns
Publicis India appoints Sonal Verma as Arc Worldwide MD
MUMBAI: Publicis Groupe India has appointed Sonal Verma as managing director of Arc Worldwide India, handing the reins of its experiential and shopper marketing business to a leader steeped in live brands and real world storytelling.
Arc Worldwide, the Groupe’s specialist arm focused on experiences that nudge consumers from curiosity to checkout, sits at the intersection of creativity, commerce and culture. Verma’s mandate is to sharpen that edge as brands grapple with shorter attention spans and more complicated buying journeys.
Verma joins from Cheil India, where she spent nearly five years building and leading the brand experience practice, most recently as senior vice president and head of brand experience. Her career reads like a tour of India’s experiential landscape, with leadership roles at Momentum Worldwide, Percept D Mark, Blockkbuster Events and Showtime Events.
She has also held senior activation roles at Radio City and The Times of India, giving her a rare mix of agency, media and on-ground execution experience. The common thread has been simple: turning big ideas into moments people remember and talk about.
At Arc Worldwide India, Verma will focus on expanding the agency’s experiential and shopper capabilities, strengthening client partnerships and keeping the work firmly rooted in consumer behaviour rather than buzzwords.
With Verma at the helm, Arc Worldwide is expected to double down on ideas that live beyond screens and closer to everyday life. For an industry obsessed with clicks and scrolls, this is a reminder that sometimes the strongest connections still happen face to face.
Ad Campaigns
Barbeque Nation taps ‘milne ki bhookh’ to kick off the new year
BENGALURU: Barbeque Nation is ringing in the new year with a reminder that some cravings cannot be ordered online. The casual dining chain has rolled out a new film campaign, milne ki bhookh, pitching its restaurants as places to meet, reconnect and linger over food.
Set against a world of constant messages and missed meet-ups, the campaign leans into a simple truth: dining out remains one of the few rituals that still brings people together. Barbeque Nation positions itself as the excuse and the setting for real conversations, shared plates and unhurried moments.
Nakul Gupta, cmo at Barbeque Nation, says the brand has long been about shared celebrations. As the year turns, milne ki bhookh captures what he calls a growing hunger to meet, connect and spend time together, with food at the centre of that experience.
Created by Makani Creatives, the campaign comprises three films built around Barbeque Nation’s signature grills and desserts. The storytelling is deliberately sensorial, designed to spark cravings while nudging diners to step out and meet in person.
Pavan Punjabi, chief integration officer at Makani Creatives, says the idea stems from a familiar contradiction. People are constantly connected, yet meetings with loved ones are endlessly postponed. Milne ki bhookh, he says, is a gentle push to make time for real-life catch-ups, using food as the reason to come together, share a meal and create memories.
The campaign breaks on December 25 with the grilled prawns film and will run for two months, amplified across digital platforms. As the new year begins, Barbeque Nation is betting that the strongest appetite of all is not for food alone, but for each other.
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