Ad Campaigns
Archies unveils “Naye Gifts Banaye Nayi Yaadein” Diwali campaign
Mumbai: Archies, a market leader in the social expression industry is thrilled to announce the launch of its Diwali campaign video, “NayeGiftsBanayeNayiYaadein.” This campaign is designed to inspire customers to associate Archies’ gifts with the delight of crafting new memories during the festive season.
“Archies’ ki Diwali: Naye Gifts Banaye Nayi Yaadein,” encapsulates the essence of the season. It’s an invitation to celebrate the festivities and make cherished moments with our loved ones, stated Archies executive director Varun Moolchandani.
The heart of the campaign revolves around a poignant video that tells the touching story of an elderly man who discovers solace and unexpected love through his faithful companion. This narrative beautifully captures the spirit of Diwali, emphasizing the joy and happiness the festival brings, even when family seems distant. It’s a reminder that Archies’ gifts can bridge that gap and make every moment special.
As part of the campaign, Archies is introducing exclusive Diwali gift packages designed to delight family members of all ages. From infants to the elderly, there’s a thoughtful gift for everyone in these carefully curated packages. These gifts are not just objects; they are a means to create new memories, fill homes with happiness, and rekindle the love of family.
The campaign will have a strong digital and social media presence, ensuring it reaches a diverse audience and touches the hearts of people from all walks of life. At its core, “NayeGiftsBanayeNayiYaadein” celebrates the tradition of preparing for Diwali and the love that comes with it.
The campaign reaches its heart-warming climax when the elderly man receives a thoughtful Diwali gift package, including a family photo frame. This gift rekindles the love of his family and fills his home with happiness and laughter. The emotional journey of the protagonist is a testament to the magic of companionship, even in the absence of physical presence.
In a surprise twist, the old man shares a special gift – Archies’ new mascot, AMA, a symbol of a true friend and family member. Archies’ “Naye gifts, Nayi Yaadein” campaign embodies the spirit of Diwali, celebrating the joy, colours, and happiness that come with togetherness.
This Diwali, we invite you to join Archies in creating “NayeGiftsBanayeNayiYaadein” and make your festival even more memorable with the magic of companionship and cherished moments. Archies is committed to spreading love and joy during this festive season.
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.
