Ad Campaigns
Samsung’s new ad claims their Bespoke Side-by-Side Refrigerator is The Showstopper
Mumbai: Samsung India today rolled out a new TVC – ‘The era of Bespoke Begins’ for its breathtaking Bespoke Side-by-Side (SBS) refrigerators. A unique harmony of great design, curated colours, and incredible features such as Auto Open Door (AOD) & AI energy savings, the Bespoke Side-by-Side refrigerator is ready to usher in a revolution to match the ever-evolving aspirations of modern-day Indian consumers and their urban lifestyle.
The era of Bespoke Begins’ TVC beautifully captures the message that an Indian kitchen is no longer a remote space and has been well integrated into our social spaces. Highlighting this urban lifestyle, the TVC perfectly showcases evolving behavioural insights as it recreates a day in the life of our consumers. It portrays that even a small occasion such as a party can turn into a celebration of the Bespoke Side-by-Side refrigerator because it emerges as the highlight of the night and “the showstopper”.
This TVC will be aired across national and regional TV, covering general entertainment, movies, news and infotainment channels. It will also run on digital platforms including Samsung’s owned social channels, YouTube, OTT channels and Samsung TV plus.
The commercial also vividly reflects the trend of open kitchens becoming the norm of Indian homes besides the design and aesthetics of refrigerators gaining rapid popularity among consumers. This trend is yet another proof why adding Samsung’s Bespoke Side-by-Side refrigerator is like a cherry on top of a cake for modern-day home décor. The Bespoke Side-by-side refrigerator also marks an evolution within the category since consumers are looking for options beyond traditional refrigerators. While the functional role of a refrigerator is vital, there is an ever-growing desire for more visually pleasing models among consumers.
This makes the curated colours offered by Bespoke Side-by-Side refrigerators a milestone in the industry. The lineup comes in varied and exciting colours such as Clean Pink, Clean White, Clean Navy, and Glam Deep Charcoal.
Key Features
BESPOKE & Auto Open Door
From a design perspective, the new line-up comes with BESPOKE’s Glass Finish flat door panels, thus making the range of products glamorous. Keeping in mind the challenges in Indian cooking, the 2023 range comes with another interesting feature — Auto Open Door that uses a ‘touch sensor’ that releases the door magnet making it convenient to open the refrigerator. Thus in case of dirty hands, or when the hands are full, one can simply keep their finger on the door sensor and the door will open.
AI Energy Savings mode
With this mode turned on, consumers can easily meet their monthly cost target by optimizing fridge and freezer temperatures & save up to 10% on energy. The feature uses artificial intelligence to understand the usage pattern and set the temperature accordingly, thus ensuring energy efficiency in the process.
Convertible 5-in-1 mode
The feature offers consumers more storage space and convenience by enabling them to choose from the five modes— Normal, Seasonal, Extra Fridge, Vacation and Home Alone. In the normal mode, the refrigerator will have both, fridge and freezer mode, in Home Alone mode freezer will be converted to the fridge and the fridge section will be switched off. While in Vacation modes, the refrigerator will only have the freezer running while the fridge will be turned off. On days, when one wants more storage space, the feature allows consumers to convert their freezer into a fridge, thus giving more storage space.
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.
