Ad Campaigns
Obeetee launches ‘Add Life To Your Home’ campaign with various artists
Mumbai: Homegrown handloom company Obeetee has launched the ‘Add Life To Your Home’ campaign to further the idea that Obeetee carpets belong in every home in the and are for everyone.
The brand has joined hands with celebrated artists from different fields such as actors Dia Mirza and Jim Sarbh, architect Sanjay Puri, designer Tarun Tahiliani, and musicians Amaan Ali Bangash and Ayaan Ali Bangash.
The brand campaign showcases these celebs in their own elements and how they elevate their surroundings with Obeetee carpets.
“We are thrilled to announce our debut digital campaign. It is the little things that truly add meaning and value to the monotony of everyday life and Obeetee helps you do that,” said Obeetee retail CEO Angelique Dhama. “Obeetee rugs are made as a result of a wide array of inspirations and visions, each of our collections aims to embody something different. With Obeetee, there is something for everyone to love and that is what we aim to showcase with this campaign. We are honoured to join hands with such esteemed artists to help us spread this message in the most natural and awe-inspiring way.”
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.
