Ad Campaigns
Asian Paints brings back the classic ad ‘Har Ghar Kuch Kehta Hai,’
Mumbai: Asian Paints, a paint and home décor brand, proves that some stories only get better with time by reintroducing the beloved ‘Har Ghar Kuch Kehta Hai’ campaign. The new news is that the old news still holds. What we say today reflects how we live now, but we remain true to the principles we’ve held for years. The ad, originally released in 2002, was written by Piyush Pandey. His impactful voiceover and lyrical contribution lent the ad film an unparalleled charm, making it an iconic piece of advertising history. Now making a nostalgic comeback, it reminds viewers that while trends change, the essence of a home remains timeless.
This campaign encapsulates the idea that a home is more than just walls and a roof; it’s a reflection of the people within— their emotions, memories, aspirations, and personal journeys. The ad film beautifully conveys the deep bond between a home and its owner, showing how their personality is reflected in the design and atmosphere of the home.
The ad opens with a couple playfully choosing colours for their walls, showing how design shapes their home. The empathetic lyrics along with a heartfelt voiceover enriches the storytelling, poetically illustrating how people turn houses into warm, loving homes. The ad flows with families rearranging furniture, adding their personal touch, while children’s laughter fills the space, portraying the home as a place of happiness. Each scene reflects how every home tells the unique story of its residents, shaped by their choices and care.
Speaking on the revival of the iconic ad film, Asian Paints MD & CEO Amit Syngle expressed, “Asian Paints pioneered the approach of capturing the emotional essence of homes decades ago with the ‘Har Ghar Kuch Kehta Hai’ campaign that became a defining moment in our journey. The tagline “Har ghar kuch kehta hai” is not just a line—it’s a feeling. Piyush’s creative brilliance and soulful voice made the ad film pivotal in setting new benchmarks in the category while also redefining the advertising landscape. We have always championed the profound, personal bond consumers share with their homes. As Asian Paints continues to grow as an integrated home décor provider, our core mission is to be part of high voltage emotion of homemaking and bringing joy and happiness to people’s lives.”
Ogilvy India chief advisor Piyush Pandey said, “Some things are timeless, ageless and beyond the difference of generations. That is what this piece of communication is. It is the bravery of the client and the magic of the pen that God gifted me that day. Today if it’s going to run after 22 years, it just tells Asian Paints & Ogilvy – believe in yourself and back your winners.”
The revival of the classic ad is a nod to Asian Paints’ journey and a promise of more innovations to come. Now, homes have changed. Family structures have changed. Homes are smarter and newer, and the products and designs are different, but the feeling remains the same. By blending nostalgia with the brand’s cutting-edge solutions, the campaign invites both long-time loyalists and new generations to celebrate the joy of crafting homes that truly speak.
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.
