Ad Campaigns
Hakuhodo Percept creates TVC to launch Line’s new brand ambassador Katrina Kaif
MUMBAI: Hakuhodo Percept has created a TVC featuring Katrina Kaif- the new brand ambassador for social messaging app ‘Line’. The TVC showcases Katrina talking to a host of people over the phone with a catchy soundtrack which says ‘Wish one, wish all – Line free call’.
Released this festive season, the TVC reiterates its ‘free calls’ proposition. The list of people she calls from her phone book includes her best friend, neighbour, aunt, school teacher, gym instructor, the director she wants to work with, and more. The film ends with a super that reads, “These festivals, wish all – Line free calls.”
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Hakuhodo Percept managing director Taro Muto said, “During the festive season, wishing your loved ones is a very important part of the celebrations. Line with its free call service lets people wish one and all. They no longer have to think whom to wish and whom not to.”
“The idea was to drive home a simple proposition that you can wish all your loved ones with ‘Line’ free call, but do it in a way that people remember and register it. So we decided to literally show the phonebook of our country’s biggest actress in a way that’s never been done before. This festive season, the ad will make the world repeat – Wish one and all, with Line free call,” Hakuhodo Percept executive creative director Sabuj Sen Gupta.
Line Corporation executive, chief strategy and marketing officer Jun Masuda on Katrina’s appointment said, “Katrina is a youth icon and we wanted a person with that kind of an image. Katrina is perfect for this role.”
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.
