Ad Campaigns
Usha launches TVC for its ‘inspired by nature’ Onio fans series
Mumbai: Usha International, India’s consumer durables brand, today announced a new TVC campaign Designed with You in Mind for its recently launched Usha Onio series of fans. Inspired by nature and driven by technology, the Onio series is the brand’s biggest fans launch in a decade, comprising six ranges with nine SKUs each, making it a total of 54 SKUs. The TVC highlights the needs of the modern Indian consumer – aesthetically appealing fans packed with the latest technology.
The TVC features three of the six ranges in the Usha Onio series – the Lambda range designed to follow the swirl and swirl of water, the mountain-inspired Phi range, and the Upsilon range that takes inspiration from the bright facets of a solitaire. The TVC seamlessly takes viewers from one picturesque view to another showcasing how the Onio fans are a magical blend of nature, aesthetics, and technology, while also highlighting their features including silent operation, dust and scratch resistance, and high air delivery.
Commenting on the launch of the TVC, Usha spokesperson said, “We are always looking for innovative ways to connect with our consumers and our new range of Onio fans is a perfect blend of hi-tech functionality and innovative designs that cater to the needs of a diverse range of consumers. Our TVC is aimed at connecting with a wider audience and reinforcing our position across the Indian market.”
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.
