Ad Campaigns
OMG India innovates to bring alive stores for Air Wick
MUMBAI: OMG India, retail and shopping marketing solutions company, was recently appointed by Air Wick for an in-store communication. The objective of the campaign was to bring alive the theme of the brand’s new TVC – Turn on Romance – across major retail outlets.
Using an innovative shelf vision banner and shelf vision TV, they endeavour to educate shoppers for keeping air freshener as part of home decoration.
The innovative elements were creatively designed for the purpose of allowing shoppers to interact with the brand, and with use of sensorial elements shoppers could experience Air Wick’s fragrance. It was the multi-sensory approach providing valuable experience and insight into Air Wick’s fragrance along with the shelf TV which attracted the shoppers to watch the TVC.
The shelf vision banner included a mechanism that would release a whiff of Air Wick’s fragrance. This mechanism acted as an interactive element in the structure built as a mock-up house. The consumer’s sense of smell would instantly be engaged, therefore resulting in a sensorial experience which impelled the consumer favorably towards the brand.
According to OMG Asia MD and head Ashwini Kharbanda, “OMG-Asia is dedicated to create ‘out of the box’ features and new technology packed into our marketing solutions. With Air Wick, our challenge was to create unique innovative shelf vision TV, shelf vision banners and FSUs that could help shoppers relate to the brand and get informed about its “Turn on Romance” proposition. The solutions we designed incorporate the essence of this campaign with panache and have been successful in creating a buzz about the product.”
In addition, fragrance testers, floor standing unit, pillar branding, endcap and sidecap branding were installed to ensure each shopper notices the brand.
The entire retail activity took place across 65 top stores all over India in modern trade chains like Star Bazaar, Hypercity, etc.
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.
