Ad Campaigns
ACC and Ambuja Cement’s tv campaign featuring the Great Khali
Mumbai: ACC and Ambuja Cements, the cement and building material companies of the diversified Adani Group, are back with multimedia campaigns featuring their ACC Suraksha Cement and featuring the legendary wrestling superstar – the Great Khali, respectively. The campaigns have gone live on 20 May 23 bringing excitement to audiences across the country.
Ambuja Cements’ campaign is sure to evoke nostalgia by bringing back an ad featuring the Great Khali, which originally aired in 2015. Throughout the 2000s, the international wrestling superstar was a staple of television screens across the world, and struck a particular chord with Indian audiences, hailing originally from Himachal Pradesh. The humorous ad plays on the Great Khali’s impressive stature and strength and amplifies the brand’s core positioning of “Giant Compressive Strength” emphasising the need for strength in cement. The advertisement will also affirm the brand’s long-standing reputation for quality and reliability as “The Most Trusted Cement Brand of India” according to the TRA Brand Trust report, 2023.
Meanwhile, the ACC campaign is poised to highlight the brand’s core positioning of “Durability”, underscoring the brand’s legacy in contributing to the robust infrastructure of India since 1936. The TV commercial is set to evoke a sense of pride and trust, focusing on the key message – “Building your home with the cement that has been building a durable India since 1936”.
Cement Business CEO Ajay Kapur said, “We are thrilled to launch these campaigns which embody the spirit and promise of ACC and Ambuja Cement Brands. As we move forward, we remain committed to delivering on our brand promise of strength, durability, and trust, all of which are integral to the construction of homes and infrastructure that stand the test of time”.
The television campaigns will be aired on various national and regional channels, ensuring broad visibility to audiences across the country. In addition, the advertisements will be shared extensively on digital platforms, expanding the reach and engagement with viewers nationwide.
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.
