Ad Campaigns
Sony Marathi partners with Posterscope India to promote its new show – Rani Mi Honar
Mumbai: Sony Marathi – a premium entertainment channel, partnered with Posterscope, to launch a campaign for its latest show titled Rani Mi Honar. The campaign aimed to create awareness around the show using unconventional methods.
The campaign conceptualized and executed by Posterscope – the OOH (Out-of-Home) specialist agency from dentsu India, employed a captivating yet impactful strategy that leverages the iconic Kaali Peeli autos. These autos, painted in a vibrant Rani pink hue, took to the streets of Thane in Mumbai, marking the commencement of the show’s launch. However, the true showstopper was not just the colour itself; the auto was adorned with a larger-than-life tiara. The campaign also saw the participation of female auto drivers from Thane, adding a unique twist to this transit-based promotion.
The pink autos offered complimentary rides to women across the city, tirelessly operating for 21 hours and traversing approximately 425 kilometers. High-traffic areas in Thane and target-centric locations such as Viviana Mall, Lodha Paradise, Ram Maruti Road, Upvan Ganesh Mandir, Talao Paali, Majhiwada, Panch Pakhadi, and more, were skillfully covered, effectively generating buzz and piquing the curiosity of onlookers.
The campaign captivated the audience, encouraging them to actively engage and share images on their social media platforms. Participants who engaged were treated to complimentary nail art services, effectively promoting the show’s theme and the role of the lead actor. Additionally, they were presented with branded bindi packs, an accessory that enhances a woman’s beauty. The show’s cast members also joined the procession, taking rides in the pink autos, which further fueled online discussions. Moreover, numerous influencers and digital content creators in Thane enthusiastically contributed to the amplification of the campaign’s impact.
Commenting on the campaign, Sony Marathi marketing head Sainath Pai said, “Our fictional narratives are characterized by their uniqueness and progressiveness. Similarly, we are committed to conveying our messages to viewers through unforgettable and delightful methods in our launch marketing campaigns. The goal was to rekindle the aspirations of countless women commuters, making them feel exceptional and empowering them to reclaim their own lives. This sentiment deeply aligns with the essence of our show ‘Rani Mi Honar’.”
Posterscope managing director Imtiyaz Vilatra added, “In an era where grabbing attention is a challenge, embracing innovation becomes the key to breaking free from the ordinary and capturing the spotlight. At Posterscope, our objective is to infuse campaigns with remarkable innovative elements, ensuring they remain etched in the memory of both the brand and its audience. I firmly affirm that Sony Marathi’s ‘Rikshaw Rani’ campaign painted the city with an aura of excitement.”
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.
