Ad Campaigns
KUKU FM introduces new campaign: ‘Koi Baat Nahi’
Mumbai: Kuku FM, a platform for audiobooks and shows, launches a heartwarming new ad film titled “Koi Baat Nahi,” conceptualized and executed by The Ensemble. Specializing in TVCs, DVCs, branded content, and content marketing solutions, The Ensemble has played a pivotal role in bringing Kuku FM’s vision to life through captivating ad films.
Featuring acclaimed actors Apoorva Arora and Anshuman Malhotra, the ad film revolves around the theme of resilience and positivity in the face of adversity. The guy in the advertisement, played by Anshuman Malhotra, has a positive response to all the hypothetical bleak situations his partner, played by Apoorva Arora, presents to him. Each scenario depicted in the ad film reinforces the belief that a positive outlook can transform life’s challenges into opportunities for growth and inspiration.
The hilarious ad film highlights KuKu FM’s core messaging that the platform offers over 10,000 audiobooks and shows delivered in an easily understandable Hindi language, including best-selling motivation books. Kuku FM enables listeners to access a treasure trove of inspiration anytime, anywhere. From renowned titles like “12th Fail” to “Buddh Sootra” and “9 Success Mantras by World Athletes,” the platform provides a diverse range of content to uplift spirits.
From ideation to execution, including casting, The Ensemble has demonstrated unparalleled creativity and expertise in content creation and production. Leveraging their deep understanding of Kuku FM’s brand identity and audience, The Ensemble has delivered a series of impactful ad films that resonate with viewers on a profound level. What set this project apart was the ambitious timeline – five films in just five days- everything from ideation to execution was done within the span of five days and The Ensemble demonstrated their ability to deliver exceptional content under pressure, without compromising on quality. The team meticulously selected actors and digital influencers like Anshuman Malhotra, Apoorva Arora, Khushaal Pawaar, Tushar Pandey, Shreya Gupto, Nikhil Ratnaparkhi, Arnav Bhasin among others, each choice tailored to target a specific audience group and genre, ensuring maximum impact and resonance. One of the memorable moments from the ad films was the viral dialogue, “Koi baat nahi,” resonating with young audiences and adding an extra layer of relatability to the films.
Speaking about their collaboration with The Ensemble, KuKu FM head of content Kunj Sanghvi expressed his satisfaction with the outcome. “Making ads for a content offering is a doubly challenging task as the ads also become a proof of the quality of the actual offering, which is audiobooks and shows in our case. In a cluttered landscape, finding standout ways to appeal to the TG so they sit up and take notice is highly important. The team at Ensemble showed great agility in understanding the brief, cracking great ideas and doing swift and faultless execution,” said Sanghvi.
As the co-founder of The Ensemble and the director of these films, Abhishek Dixit had this to say: “With KuKu FM’s unwavering trust in The Ensemble’s creative prowess and our commitment to exceed expectations, we have once again demonstrated that stellar ideas can thrive even under tight deadlines. It was truly a collaborative effort from both the client and our team to achieve this, as at The Ensemble, collaboration means everything to us.”
The Ensemble commits to excellence in every aspect of the process, from ideation to scriptwriting and execution, resulting in ads that not only promote the brand but also resonate with audiences.
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.
