Ad Campaigns
‘Milega Umeed Se Zyaada’ on Flipkart
MUMBAI: Flipkart, India's homegrown e-commerce marketplace, launched its new campaign for large appliances – ‘Milega Umeed Se Zyaada’ to bring about a change in consumer behaviour and urge them to not hold back their desires. The 360-degree campaign stems from the core consumer insight that budget conscious consumers want to buy best-in-class products equipped with the latest technology at affordable prices.
In order to understand the purchase behaviour of consumers buying large appliances, Flipkart conducted extensive research to understand factors that affect consumers’ decisions and pain points. The research threw interesting insights about large appliances being a high ASP category with long refresh cycles, family involvement and a challenge of low product familiarity. The campaign addresses these insights and is aimed at enabling a behavior change in consumers of purchasing these products online.
Speaking about the campaign, Flipkart senior director, large appliances Hari G Kumar said, “Flipkart is a homegrown e-commerce marketplace which deeply understands its consumers and has initiated various efforts towards the democratization of large appliances. Through our concerted efforts towards expanding the selection and reach, we’ve been able to empower our customers to be able to afford better technology products without the pinch of price. We understand that true delight happens when impossible becomes possible and our new campaign ‘Milega Umeed Se Zyaada’ aims to inspire budget-conscious consumers to fulfill their desires with Flipkart’s support.”
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.
