Ad Campaigns
Exide’s new ad film lights up the little everyday moments of life
MUMBAI: Exide Inverter Batteries has rolled out a new ad film – Humse Roshan Hindustan that positions the brand as one that spreads happiness by empowering people and brightening their lives.
Crafted by Wunderman Thompson South Asia, the new commercial aims to establish Exide’s scale, omnipresence and dominance in the category.
The ad brings alive slice-of-life moments of characters across cultures and diverse narratives, strung together with the melodious, inspiring refrain of ‘Look within yourself to find the light– and where there is light, there is life’ (translated from Hindi). The film brings to life how a big brand like Exide Inverter Battery stands by even the smallest neighbourhood store, start-up business, and families – lighting up aspirations and big dreams, epitomising the credo of noblesse oblige that defines the brand. It applauds human achievement, the joy of living, celebrates warmth, laughter, caring, and fellow feeling and presents Exide Inverter Battery as a brand that spreads happiness by.
Wunderman senior VP & managing partner-Kolkata Thompson Vijay Jacob said, “The film captures a cross-section of India and Indians as Exide brightens up their lives – literally and metaphorically. And in turn, brightens the future of India. It is emotional, it has scale. It is the language of a leader.”
Wunderman Thompson VP & ECD – Kolkata Arjun Mukherjee, who conceptualised and scripted the film, added, “The challenge for us was to throw light on a leader in a way that's full of empathy, joy and exuberance. An idea brought alive by little every day moments that not only brighten up our life but lifts the spirit of this nation as a whole.”
Directed by Shlok Sharma from Absolute Productions, the campaign was released on 1 April 2021 and is running on leading national and regional TV channels as well as on digital 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.
