Ad Campaigns
Signify launches new brand campaign for Philips Hue in India
MUMBAI: Signify (formerly known as Philips Lighting) launched its latest TV advertisement campaign ‘Light your home smarter’ for Philips Hue in India. The campaign features four television commercials, including one brand film and three application-led films highlighting various applications of the Philips Hue product range such as remote access, voice control and wake-up feature.
The campaign is aimed at building awareness for the smart lighting category in India and has been developed by advertisement agency Lowe Lintas.
The Philips Hue campaign is currently on-air on the Star Sports channel in India, during the ICC Cricket World Cup 2019. The company has also partnered with Star Sports as the presenting sponsor of the Cricket Live segment throughout the 45 days of the World Cup. The Philips Hue Cricket Live Show features cricket experts sharing their analysis of the match with the audience. Given the popularity of cricket in India, the company is confident that the campaign will enhance the target consumer’s awareness of Philips Hue.
https://www.facebook.com/PhilipsLightingIndia/videos/1025015647693949/
Speaking about the campaign, Signify Innovations India Ltd director, marketing communications Ipshita Chowdhury said, “Philips Hue is a new-age connected home lighting product and these latest advertisement films do a great job in bringing alive the product’s key propositions like wake-up feature, remote access and voice control. The campaign is designed based on sharp consumer insights and emphasises the consumer’s relationship with the product. Having made significant media investments for this campaign during the ICC Cricket World Cup, we are confident that the campaign will resonate with consumers.”
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.
