Ad Campaigns
Ali Fazal and Richa Chadha collaborate with Morphy Richards for their new winter campaign
Mumbai: Morphy Richards, India’s leading premium lifestyle home appliances brand, has announced an exciting winter campaign with the adorable Bollywood duo – Richa Chadha and Ali Fazal. The digital film, titled ‘Date from Home,’ aims to redefine winter experiences by highlighting Morphy Richards’ latest smart and innovative Zero Oil Radiator Heater Range as the perfect companions for creating cosy moments indoors. This is a unique room heater equipped with breathe-easy technology that helps in maintaining healthy oxygen levels and indoor air quality. The brand’s proprietary technology utilises no oil but has two copper plated heating elements and a unique 15 fin design that together deliver 25% faster heating. This is an industry- first feature, which is what makes this product a must buy this winter season.
The iconic British brand has always catered to the consumers’ need for intuitive and user-friendly products that deliver sheer happiness. As the temperatures drop, Morphy Richards is keen to inspire individuals to create special moments at home, turning it into a haven of warmth and togetherness while elevating your living spaces. The campaign film, which is a 90 -second DVC, features the beloved celebrity couple – Richa Chadha and Ali Fazal – focusing on the concept of enjoying romantic dates from the comfort of your home during the chilly winter months when your partner doesn’t want to step out. In the film, while Richa wants to step out for an evening with her husband, Ali says “He doesn’t feel like going out because it’s really cold outside and there’s a lot of traffic and pollution.” Rather than getting upset, Richa mentions that there’s “no need to get angry” as she has a 3-step guide to enjoying a romantic date at home and the perfect solution to stay in – the Morphy Richards’ smart range of Zero Oil Radiators.
Commenting on the campaign launch, Bajaj Electricals Ltd COO – Consumer Products Business Ravindra Singh Negi said, “Morphy Richards is an iconic British brand known for offering premium lifestyle appliances that add happiness to everyday life. With the onset of winter, the smart range of Thermocore XR Zero Oil Radiators serves as the ideal partner. This unique range utilises no oil, enabling 25% faster heating – an industry first feature. We are delighted to collaborate with Bollywood power couple Richa Chadha and Ali Fazal who embody the spirit of happiness and warmth which is perfect for our campaign. We’re confident that consumers will relate to the film and will depend on the brand to transform their living space into a cosy retreat.”
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.
