Ad Campaigns
Lionsgate Play launches innovative outdoor campaign #WhereElse in India
MUMBAI: Global content leader Lionsgate’s OTT platform, Lionsgate Play has launched an innovative outdoor campaign #WhereElse in India. The campaign which is now LIVE in key metros such as Mumbai, Delhi, Bangalore Chennai and Pune, promotes an illustrious line up of digital premieres exclusively available on Lionsgate Play. The campaign uses bold headlines to create intrigue and showcases Lionsgate Play as the platform of choice for premium Hollywood content.
Lionsgate Play offers customers in India more than one thousand hours of blockbusters across all genres including award-winning feature films and unscripted content from the studio house. With Valentine’s Day and Oscars just around the corner, the campaign exhibitsa remarkable line up of movies such as La La Land, Wonder, The Hunger Games Saga, Babel, How to Be a Latin Lover, Juno, Monster’s Balland many more which consumers can stream on partner platforms of Lionsgate –Airtel Xstream, Vodafone Play and Idea Movies & TV.
Commenting on the launch, Lionsgate South Asia managing director Rohit Jain said,“Our primary intent has always been to provide our audience with a stellar movie collection to suit every mood, occasion and choice of genre. Our latestcampaign, #WhereElse provides a one stop destination for audiences to some award-winning films across categories and with Valentine’s Day and the Oscarstaking place this month, Lionsgate Play will stream the best of Oscar winning and romantic movies of all time.”
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.
