Ad Campaigns
Inorbit Malls announces “Bade Dilwali Diwali” campaign
Mumbai: Inorbit Malls, a retail and the shopping centre industry is excited to announce the launch of its first-ever brand-led campaign. Titled “Bade Dilwali Diwali”, this campaign is a celebration that traditional boundaries, inviting everyone to come together as one big family this Diwali.
Through this campaign, Inorbit Malls is setting the stage for a memorable experience that exhorts everyone to embrace generosity and kindness. Promoted across digital, and print, the campaign seeks to emphasize not only the importance of family and friends, but also those who contribute to our daily lives – from the service staff to colleagues, neighbours, and more. It is an invitation to everyone to celebrate with open hearts and minds, making it a festival that truly lights up lives.
The magic of the campaign is echoed across all the properties of Inorbit Malls in the form of a majestic Swan centrepiece representing purity, love, loyalty, and transformation. The campaign invites mall-goers to capture their own special Diwali moments by participating in interactive activities such as selfies with the Swan and other social media contests.
In addition to the visual spectacle, Inorbit is also organizing several engaging events and workshops across its malls ensuring a holistic and immersive experience for the visitors. The campaign reflects Inorbit’s ethos of making the mall not just a shopping destination but a place for the community to come together, share, and celebrate.
Inorbit Malls (India) SVP & head leasing, marketing & corporate communications Rohit Gopalani said, “At Inorbit Malls, we believe Diwali is more than just a festival of lights; it’s a celebration of togetherness. This year, through our ‘Bade Dilwali Diwali’ campaign, we aim to inspire our patrons to share the joy of Diwali with everyone around them. Whether it’s through our captivating Swan installation, symbolizing love and grace, or our call to ‘join us to add light to somebody’s life,’ we want to create a space where every moment is cherished, and every visitor leaves with their heart a little fuller.”
NashXp managing director Lalit Kewalramani said, “As an agency, we’re proud to work with Inorbit on this special campaign. We believe that Diwali is a time to reflect on what matters most and to bring people together, not just on screen, but through real, meaningful experiences. With our 360-degree service offering, including experiential activations at the malls, we aim to create memorable moments for everyone. We’ve asked people to share what Diwali means to them, and it’s been amazing to see the
diverse, personal responses. We’re turning these answers into posters featured across social media, adding another layer of community engagement.”
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.
