MAM
Amazon Ads rolls out AI tools in India, marks 10-year milestone
New tools and platform aim to simplify full-funnel advertising for brands
MUMBAI: Amazon Ads has marked a decade in India by sharpening its focus on smarter, simpler advertising, unveiling a suite of AI-led tools and a streamlined campaign experience at its first flagship event, Connected Worlds.
Bringing together advertisers, agencies and partners, the event spotlighted how ad tech, content and commerce are increasingly converging to shape a seamless, full-funnel marketing journey.
At the heart of the announcements were two new AI tools designed to take the heavy lifting out of advertising. Creative Agent acts as a virtual creative partner, helping brands build campaign ideas, storyboards and ads using natural language prompts. From product research to polished video and display ads, the tool promises to cut down production time to hours, without additional costs.
Alongside it, Ads Agent offers an AI-powered assistant to manage complex advertising tasks, from planning to optimisation. Currently available within Amazon Marketing Cloud, it is expected to roll out to Campaign Manager later this year.
Amazon Ads also introduced a unified campaign manager, bringing together Amazon DSP and its advertising console into a single platform. The move aims to simplify campaign execution, offering a centralised view of performance metrics and cross-channel insights, all in one place.
Streaming, too, took centre stage. With platforms such as Amazon Prime Video and Amazon MX Player, the company is blending premium content with commerce-driven formats. New ad experiences including interactive ads, pause ads and shoppable formats are designed to turn passive viewing into active engagement, nudging users from discovery to purchase.
Creator-led storytelling is another key focus. A new creator programme connects brands with a network of over 500,000 creators, enabling campaigns that span social media, live commerce and influencer-led content, all with measurable outcomes.
The company also highlighted the growing role of Amazon Now in closing the loop between discovery and delivery. With quick commerce gaining pace, the platform allows brands to tap into high-intent moments, linking advertising directly to near-instant fulfilment. The service is set to expand beyond Bengaluru, Delhi-NCR and Mumbai to more cities through 2026.
Reflecting on the milestone, Amazon Ads India head and vice president Girish Prabhu, said the company’s focus has evolved alongside the market. As expectations from both brands and consumers grow, he noted, the aim is to help advertisers connect with the right audience at the right moment across the entire purchase journey.
A decade in, Amazon Ads appears to be betting big on intelligence and integration, where creativity meets data and every click has a clearer path to conversion.
MAM
PwC India announces leadership change in Deals practice
Shashank Jain steps down as co-leader after nearly three decades with the firm.
MUMBAI: When one dealmaker steps off the pitch, another is ready to take the baton because in the fast-moving world of transactions, the game never really stops. PwC India has announced a leadership transition in its Deals practice, with Shashank Jain stepping down from his role as co-leader to pursue an opportunity in the industry. The practice will continue to be led by Mohit Chopra, ensuring continuity and sustained growth momentum.
PwC India partner and leader for advisory dinesh Arora paid tribute to Jain’s contributions. “We deeply appreciate the significant contributions made by Shashank over close to three decades he has spent with PwC, particularly his defining role in shaping and strengthening our Transaction Services practice in India,” he said. Arora highlighted Jain’s support for clients through some of the most complex and significant transactions in the Indian market, noting his deep technical expertise, sound judgment and nuanced understanding of the evolving M&A landscape.
The Deals practice remains a key growth driver for PwC India, and the firm expects continued expansion under Mohit Chopra’s leadership. He will continue to guide clients through complex transactions and transformational business moments, building on the strong foundation established over the years.
Reflecting on his journey, Shashank Jain said, “I have had an exceptional journey at PwC. I owe my growth and learning to the nurturing environment and leadership development that PwC provided.” He added that he had been working closely with Mohit and the larger team to ensure a smooth transition and expressed confidence that Chopra would take the Deals practice to newer heights.
From intern to respected deals leader, Shashank Jain has clearly closed many successful transactions and now, it seems, he’s ready to strike a new deal of his own.
