Ad Campaigns
Wired for Gold Goldmine wins big in London for fiery APAR campaign
MUMBAI: This Diwali, the spark wasn’t just in the firecrackers, it was in APAR’s Fire Protekt campaign, which lit up the international stage and earned Goldmine Advertising a golden nod at the B2B Marketing Awards in London.
India-based Goldmine Advertising, a member of the global E3 Network, scorched through stiff global competition to win Gold for Best Overall Creative Work and Silver for Overall B2B Marketing for its campaign promoting Anushakti Fire Protekt by APAR Cables, a cable that promises safety even in the heat of danger.
What set this campaign ablaze wasn’t your standard insulation jargon. Instead, it cleverly tapped into festive emotion and human insight, a refreshing twist for the wire-and-cable industry typically powered by technical speak. The digital-first campaign married cultural nuance with cutting-edge technology highlighting APAR’s heat-resistant eBeam insulation and a bold 70-year performance promise.
APAR Cable Solutions CEO Shashi Amin said, “APAR Fire Protekt represents a significant breakthrough in our safety-focused product line, as APAR continues to diversify its portfolio with solutions that provide both protection and peace of mind. As one of India’s top 5 manufacturers of cables and wires, our collaboration with Goldmine has produced innovative marketing campaigns that showcase this revolutionary product.”
He further added, “I’m delighted to share that our planned campaign has been tremendously successful, even garnering international recognition. My sincere appreciation goes to the entire APAR Marketing & Goldmine team for their exceptional creativity and visionary ideas that helped bring this success to fruition.”
APAR Cable Solutions General Manager for Marketing Shhailja Chopra, said, “In the B2B space, digital campaigns must do more than inform, they must differentiate and connect. Our goal was to align messaging with our channel strategy while showcasing the power of our eBeam technology, which delivers heat-resistant insulation with a 70-year promise.”
Goldmine Advertising CEO Pratik Singla added, “We’re proud to represent India on a global stage among 27 agencies from 20 countries. APAR is a phenomenal brand, and this recognition is a celebration of the power of bold, insight-led B2B creativity.”
From copper cores to core emotions, this campaign proved that even the most grounded industries can go global when creativity is allowed to spark.
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.
