Ad Campaigns
K Raheja Corp’s new brand campaign centres around ‘space’
MUMBAI: Known for enhancing the quality of life through best offerings across real estate, retail and hospitality, K Raheja Corp launched its latest marketing campaign pegged on ‘space.’
Crafted to showcase one of the most sought after, but largely fading feature in residential offerings ‘space,’ the campaign communication is simple and succinct with the tagline – ‘Space makes all the difference.’
Developed for Raheja Vistas Premiere – Pune, the property is now open sales for phase II of its project.
The phased ad campaign will roll out in the Pune market across print, radio and digital.
The print ads juxtapose cramped lettering with well laid out text to elucidate the need for, and value of – space. The thought is the same in the radio campaign, which relies on an innovative script showcasing an aural experience of – being cramped, to bring alive the value of space to a listener.
Conceptualised by Utopeia Communicationz, the campaign aims to drive home the invaluable message that ‘Space is the ultimate luxury’: 20 acres of space for spacious floor plans; grand parking spaces; a 7-acre green land with best in class amenities; space that allows one to enjoy the luxury of privacy; peacefully enjoy festivals and special occasions; space in a gated, serene community.
In the run-up to the festive season, the first phase of the print and radio campaign debuted late last month in print along with radio across the stations of Radio City and Radio Mirchi.
The online campaign is expected to break in the first week of September and will extend through the festival of Ganesh Chaturthi.
Speaking about the campaign, K Raheja Corp director Vinod Rohira said, “In times where space is a luxury, the availability of liberal amounts of it is definitely a huge advantage, and we have focused on this single feature to showcase the merits of Raheja Vistas Premiere. A meticulous creation, we are confident of the property delivering excellently to the needs of a discerning audience base. Timed for the festive season, with a carefully selected media mix across print, radio and digital we look forward to this campaign successfully meeting our business objectives.”
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.
