Against this backdrop, Amazon Ads Hive together agency and brand leaders across Mumbai, Delhi, Kolkata and Pune for Partner Connect – Building Media and Momentum , ahead of the festive season. Across the four editions, HIVE saw participation from professionals representing agencies including SRV Media, DViO digital, PureTech Digital and Crayons Network and brands including Birla Tyres, Shyam Steel, Merlin Group and Keventers . The conversations focused on what changing consumer behaviour means for media planning, with Video Ads Solutions taking centre stage. Agency leaders explored how premium video environments such as Prime Video can help brands build awareness and consideration, while connecting with audiences further along the purchase journey. For agencies managing multiple brands during the festive period, the discussions also highlighted the opportunity to use video and other media solutions more strategically:reaching audiences at scale, building precision into campaigns and connecting brand-building with measurable outcomes.