Ad Campaigns
Nu takes center stage with its debut marketing campaign
Mumbai: Nu, one of India’s latest entrants in the premium consumer durables category, recently launched its first marketing campaign ‘Live Better’ to target aspiring Indians looking to upgrade their lives. Conceptualized on the brand’s philosophy of extending state-of-the-art technology, superior performance and outstanding design, the brand uses a multi-faceted marketing approach with pleasing visuals and relatable experiences to build a brand and product recall.
Nu has intricately leveraged both traditional and digital channels to make inroads with its audience. The brand is debuting its marketing initiatives with extensive OOH presence, newspaper advertisements and a nine-part series of advertising films featuring upcoming indie artist Namita Dubey elaborating on how Nu’s products, air conditioners, washing machines and televisions, extend the latest technology and unmatched performance to its customers, making premium consumer durable products available for all.
Commenting on the launch of the marketing campaign, Nu co-founder & CEO Khushnud Khan shared, “As a marque brand, Nu brings premium electronics within reach of Indians who aspire to ‘Live Better’. Our campaign is a testament to our innovative and creative spirit, embodying our brand values. We aim to showcase how Nu’s product range can make your life simpler, more convenient and helps you ‘Live Better’. We are thrilled with the amount of excitement and curiosity it is generating and captivating the minds of Indian consumers”
The brand films highlight key features of air conditioners, washing machines and televisions via everyday household scenarios. These films have been directed keeping in mind Nu’s primary target audience—aspiring Indians, who have been looking for premium solutions to elevate their everyday experiences.
Targeted at millennials in the urban settings of the country, the films take an amusing approach to reiterate how Nu’s products are stacked with superior intelligent features and boast product longevity even in harsh conditions.
Attempting to capture 20 per cent of the market share in the next three years, Nu recently made inroads in the Indian consumer durables space with the launch of air conditioners, televisions and washing machines. Attempting to target millennials, NU will help address the needs of aspiring Indian consumers who wish to opt for premium products and superior customer experience through their most trusted channels. The products are available on Amazon, Flipkart and trusted offline retail stores.
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.
