Ad Campaigns
Kulfi Collective & Nothing partner for CMF launch campaign
Mumbai: London-based consumer electronics manufacturer Nothing has tasked Kulfi Collective with the mandate to craft the campaign for their CMF Phone 1.
Called ‘Wonderful By Design’, the integrated campaign comprises two captivating films and 500 plus social and digital assets. The two master films; one for a global audience and one tailored for India featuring actress Rashmika Mandanna, cleverly builds CMF’s unique identity on the heritage of its parent brand, Nothing.
CMF’s product portfolio now includes smartphones, earbuds, neckbands, and smartwatches, meticulously crafted with attention to colour, material, and finish — to make the necessary brilliant and the essential wonderful. Kulfi Collective’s campaign showcases CMF’s design-led approach and reinforces its European origins.
The global film, “Wonderful by Design,” highlights the meticulous craftsmanship and creativity that goes into building CMF products. It positions CMF labs as hubs where art and science converge, plotting the journey from the designers’ minds to the consumers’ hands. Immersive storytelling ensures the local film picks up where the global film ends. Rashmika Mandanna, while travelling in the London subway, discovers a CMF vending machine that transports her to the CMF lab. Here, she explores the three products and their state-of-the-art features, epitomising the fusion of tech and beauty.
Nothing senior director global brand & creative Ryan Latham shared his enthusiasm stating, “We are immensely proud to introduce CMF Phone 1 to the world, and our collaboration with Kulfi Collective has been an integral part of this journey. Their creative competence and storytelling capability perfectly suited this launch. The positive consumer response is testament to our brand and our global campaign.”
“The launch of CMF marks a significant milestone for Nothing in India. With Kulfi Collective, we’ve crafted a visually stunning campaign that resonates with the local audience while maintaining a global appeal. We look forward to seeing the growth of CMF in India and beyond” added Nothing India head of marketing Pranay Rao.
“Absolutely thrilled to partner with Nothing to launch CMF! The campaign reflects our commitment to creating design-led, innovative content that resonates with both global and local audiences. Working with the team at Nothing has been an incredible journey, and we are excited to see CMF inspire and delight consumers worldwide,” said Kulfi Collective co-founder and chief creative officer Akshat Gupt.
This partnership with Nothing underscores Kulfi Collective’s prowess in championing immersive storytelling and establishing brands as cultural icons.
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.
