Ad Campaigns
Wunderman Thompson Kolkata releases a series of films for Exide
Mumbai: Wunderman Thompson Kolkata announced the release of a film series for Exide Sunday, a recent offering from Exide Industries Ltd. The series showcases how easily people can switch to a sustainable way of living and make every day as easy & tension-free as Sundays.
The execution demanded simplicity & relatability, which is very beautifully executed through three real-life situations & lighthearted humour to make the film memorable. The fourth film is set in a family context, where the audio track adds to the whole humour angle. It demonstrates the various stages that one goes through while adopting solar and how consumers can do it araam se .. with a smooth yet sticky tune making this refrain stand out. The campaign will be anchored in the digital space and extended on the ground through events and executions.
“We at WT Kolkata are thrilled to partner with Exide Industries to launch Exide Sunday. We are sure that this memorable campaign will be a wonderful launch pad for Exide Sunday,” commented Wunderman Thompson Kolkata SVP and managing partner Vijay Jacob.
Wunderman Thompson Kolkata VP & Senior ECD Arjun Mukherjee added, “When a solar solution provider has an interesting name like ‘Exide Sunday,’ we made sure to play up the branding with a series of fun, easy films that drive in the ‘everyday becomes a Sunday’ feeling along with the promise of a hassle free experience. The idea was to make the branding stick and the concept stick out.”
Directed by Vibhu Puri, the Exide Sunday series of films by Wunderman Thompson were released in mid-January 2023 across digital & social media.
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.
