Ad Campaigns
Flipkart partners Dentsu Webchutney for new campaign
MUMBAI: Indian E-Commerce venture Flipkart launched a social media campaign Flipkart thanks you to connect with consumers. The four film web campaign has been conceptualised and executed by Flipkart’s digital engagement partner Dentsu Webchutney Innovation Labs and produced by Native Films.
Speaking about the campaign Flipkart senior director, marketing Shoumyan Biswas said, “As individuals, while growing up, each one of us, have learnt some of our “life’s valuable lessons” from our closest relationships. These relations have come to define who we are and what choices we learn to make in life. And what better way to celebrate “the Flipkart Brand,” than with a campaign that pays a tribute and a heartfelt thank you to all such relations! But it just doesn’t stop there, it blends them perfectly into the various aspects of our business that make Flipkart the great brand that it is today.”
Speaking about the conceptualisation of the campaign, Dentsu Webchutney AVP, South, Innovation Labs Gautam Reghunath said, “We’re very proud of our effort on this project. There are simple everyday truths in these films which Omkar along with his team, Albin, and Native Films have been able to capture so wonderfully well. I remember a bunch of us sitting across a table throwing family stories at each other and we ended up with a series of heart-warming scripts in no time. Digital video content is an area we have been spending a lot of energy on recently and there is a lot more where this came from.”
“It was a simple insight – as all insights are – one that turned into stories about relationships and its’ value in our lives. It’s personal but at the same time universal – how I like my ads. Hopefully, everyone else shall too,” added Dentsu Webchutneycreative director Omkar Sane.
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.
