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Amazon Ads launches AI tools to build and run campaigns in India
Two new agentic tools promise to slash the time and cost of building and running ad campaigns in India
MUMBAI Amazon Ads has thrown two agentic AI tools into the Indian market – Creative Agent and Ads Agent – and the pitch is blunt: do in hours what once took weeks, at no extra cost, and leave rivals eating algorithmic dust. The e-commerce giant is determined to democratise sophisticated advertising, handing small businesses the same firepower that until now only the biggest brands could afford.
Creative Agent, embedded within Amazon’s Creative Studio, works as a conversational AI creative partner. Click “chat” and it springs to life: researching products and audiences, brainstorming concepts, drafting multi-scene video scripts, generating images, animating scenes, laying in voiceovers and music, and spitting out finished display and video ads. The entire pipeline – from blank page to broadcast-ready creative – runs on Amazon’s own first-party signals, pulling from shopping behaviour, product-detail pages, brand stores and advertiser websites to ensure the final output resonates with real shoppers rather than just ticking creative boxes.
The tool supports multiple formats – Amazon DSP, Sponsored Display, Sponsored Brands, Sponsored Brands Video and Streaming TV – and gives advertisers granular control at every stage, so they can edit everything from the overarching concept to the most minor scene detail without needing a designer or a brief. For a market stuffed with brands that have sharp products but thin creative budgets, that is a significant offer.
“AI is fundamentally changing what is possible in advertising. With Creative Agent and Ads Agent, we are giving every advertiser access to AI-powered intelligence and our insights be it a small business or an established brand. Our AI-powered tools help them create smarter, launch faster, and drive stronger business outcomes at every stage of the campaign lifecycle.” – Girish Prabhu, vice-president and head, Amazon Ads India.
The proof of concept is already in circulation. Frido, a growing Indian consumer brand, used early access to Creative Agent to run a Streaming TV campaign ahead of a sale event. Ganesh Sonawane, chief executive of Frido, is unequivocal: “Creative Agent removes that compromise entirely. We were able to launch our Streaming TV campaign for a sale event faster than ever – and the results were immediate.” The click-through rate for that campaign was 40 per cent higher than usual, Sonawane says, adding that the brand is now “testing more concepts, launching faster, and seeing stronger results, without increasing our creative spend.”
Running the numbers
The second tool, Ads Agent, tackles the unglamorous grind of campaign management. Currently live within Amazon Marketing Cloud (AMC) and heading to Amazon Ads Campaign Manager later this year, it automates the tasks that consume disproportionate hours: identifying audience segments, adjusting pacing across hundreds of simultaneous campaigns, and generating SQL queries for advanced analytics – all through plain-language conversation rather than lines of code.
Advertisers can upload a custom media plan and let Ads Agent construct a campaign structure and ad groups. The tool then reviews thousands of audience segments to surface the most relevant Amazon audiences and keywords, serves them up for human review, and applies approved choices at scale. For AMC users, it translates business questions into complex SQL queries in real time, collapsing what was once a specialist task into a conversational exchange.
Amazon frames both tools as part of a broader full-funnel advertising proposition that already spans Prime Video, Amazon MX Player and third-party publishers, with generative AI now stitched throughout the creative and campaign layer. The company claims that combining first-party shopping signals with agentic AI delivers “accuracy and depth that drives real business outcomes” – a claim Frido’s 40 per cent CTR uplift lends at least some early credibility to.
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Havas Media Network India bags integrated media mandate for Aakash Educational Services Limited
PivotRoots and Arena Media to drive 360° strategy for student outreach
NEW DELHI: Havas Media Network India has secured the integrated media mandate for Aakash Educational Services Limited, following a competitive multi-agency pitch, signalling a fresh push by the education major to sharpen its reach among students nationwide.
The mandate will be jointly handled by PivotRoots and Arena Media, both part of the Havas network. Together, they will roll out a full-spectrum media strategy designed to boost AESL’s visibility across digital and traditional platforms.
At the heart of the partnership lies a simple idea: making the brand not just seen, but sought after. The agencies will blend data, technology and creative storytelling to craft campaigns that resonate with students and parents navigating an increasingly digital-first education landscape.
Aakash Educational Services Limited SVP marketing Kanika Kumar Nijhawan said, “At Aakash, we believe success is built through a structured, long-term and data-driven approach. As we expand across the country, adopting a more integrated approach to media is essential. This partnership marks a significant step towards building stronger connections with our audiences.”
Under the arrangement, PivotRoots will spearhead digital and performance marketing, covering social media, influencer collaborations and data-led optimisation. Meanwhile, Arena Media will focus on traditional channels including print, television, radio, cinema and outdoor advertising, ensuring consistent messaging across touchpoints.
Havas Media Network India chief executive officer Mohit Joshi said, “Delivering for a powerhouse like AESL requires both scale and precision. By combining Arena Media and PivotRoots, we are deploying our Converged.AI platform to create a 360-degree strategy that drives engagement, conversions and long-term growth.”
Echoing the sentiment, PivotRoots founder and chief executive officer Shibu Shivanandan added that the collaboration would focus on building “impactful, full-funnel experiences” powered by deep analytics and performance-led marketing.
With a strong legacy in coaching for medical and engineering entrance exams, AESL is now doubling down on integrated media to stay ahead in a crowded, fast-evolving education market. The partnership with Havas signals a clear intent: to turn visibility into meaningful engagement and, ultimately, student success.
