Ad Campaigns
Ebco’s new campaign by Infectious Advertising highlights the ‘life changing’ impact of great furniture
Mumbai: Infectious Advertising, a Mumbai-based independent agency, has conceptualised and created the latest campaign for Ebco’s Furniture Fittings.
The basic premise is that great furniture, apart from great aesthetics, can also profoundly impact the way people live and work. The two films of the campaign are essentially ‘demos’ showcasing the Ebco furniture and the transformative impact it can have on the lives of people who use them.
The campaign kicks off with two films – one telling the tale of a man from Jalandhar who had never cooked, falling in love with cooking thanks to Ebco Kitchen Fittings, and the other, of a teenage girl who went from ‘boring to interesting’ thanks to Ebco Compact Room fittings which let her pack in a lot more into her day. Quirky limericks are used to make the film standout from the clutter and make them eminently enjoyable.
Here’s what Infectious Advertising partner & creative chairman Ramanuj Shastry has to say about the film, “There is no rule that says a product demo has to be boring. In fact, some of the best adverts are product demos that are enjoyable and engaging. Our films use ‘product demo’ into fables of two very different people whose lives changed completely after installing Ebco fittings. We used limericks as a mode of narration to add intrigue and enjoyability to the adverts.
Infectious Advertising ECD Ashish Naik feels that the films capture the products beautifully. “Every Ebco product is like a work of art. What this film does perfectly is show how Ebco’s Fittings can make life wonderful. And when you see the advert, you can’t help but marvel at the ‘brilliant effortless’ life becomes, thanks to Ebco furniture and fittings.”
“We are thrilled to launch Ebco Fittings- They Change You’ campaign, which innovatively showcases how a positive experience can be transformative. Moving beyond functionality of products, our aim was to create a campaign that our audiences can easily relate to. We are excited to share our Compact Room and Kitchen Fittings campaign with our customers and invite them to explore a world of design possibilities,” said Ebco director – sales & marketing Rajesh Nair.
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.
