Ad Campaigns
Anushka Sharma fumes over Virat Kohli’s jugaad skills in new Livspace ad
Mumbai: Omnichannel home renovation platform Livspace has roped in celebrity couple Virat Kohli and Anushka Sharma for its latest brand campaign titled ‘Love the Way You Liv.’
Conceptualised by Tilt Brand Solutions, the film depicts a day in the life of a couple, played by Anushka and Virat where the latter unsuccessfully struggles with the poorly designed and loosely fitted infrastructure in their home. The film without any dialogue manages to effectively depict the challenges of designing and the overall experience of home interiors in an average Indian home.
“Building on our previous campaign that encouraged people to discover the joy of smart design, this time around too, we decided to double down on our message that great interior design is not just about the way things look but also about how it functions – so both design and quality,” said Livspace CMO Kartikeya Bhandari. “We are very excited to have Anushka and Virat on the Livspace team. Having embarked on this new association, I am confident that our brand ambassadors will further enhance the brand’s position among consumers.”
Talking about her experience of working on TVC, actor Anushka Sharma said, “The shoot was a blast. To do a completely silent film and play off each other’s expressions was super fun especially when doing it with Virat. Livspace films have always been fun to watch, and I hope these are more fun and madder!”
“The livspace experience was super fun! It’s a brand that’s been doing some really outstanding work and am glad to be a part of it!” added cricketer Virat Kohli.
With this campaign, Livspace will look to create high recall and strengthen connect with customers across regions. Going live alongside Indian Premier League 2022 as an Associate Sponsor on Hotstar, the campaign will be amplified using a multi-pronged approach including a strategic mix of television, digital, social media along with connected television to reach out to relevant audiences.
“This campaign too we decided to reiterate Livspace’s passionate take on design – if it doesn’t make life better, it’s not good design! Virat and Anushka have been cast by the brand this year in the belief that they will further reinforce the brand’s personality, tone and tenor. Adarsh Atal, our senior director – creative has yet again weaved his creative magic on the brand,” commented Tilt Brand Solutions founder chairman and CEO Joseph George.
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.
