Ad Campaigns
“Live Video ka idea best hai kyunki live mein hi sabke behaviour ka asli test hai”, says Idea in its new ad campaign
MUMBAI: ‘Public behaviour is often dictated by “Who’s watching” or “Kaun Dekh Raha Hai?” Hiding behind the veil of anonymity, people often display improper behaviour, which gets immediately corrected when they know they are in public glare. Further, live video streaming in HD quality is commonly perceived to be the truest test of an effective and efficient 4G network. Bringing these twin consumer insights to light, brand Idea today launched its new ad campaign ‘Idea 4G – India ka Live Network’.
Over the years, brand Idea has built a strong reputation of creating purposeful, conscientious campaigns that encourage change for the betterment of the society. Continuing with the theme, this new campaign highlights the power of streaming HD quality LIVE videos over brand Idea’s robust network and thereby driving a positive change in behaviour among citizens.
Speaking about this campaign, Sashi Shankar, Chief Marketing Officer, Vodafone Idea Ltd., said, “The way we behave is often dictated by who is watching us. The fear of ‘Log kya kahenge’ is inherent amongst all. With live video streaming fast gaining popularity, especially amongst youth, we are positioning it as a powerful tool to nudge positive changes in behaviour. With Idea 4G – India ka Live Network, we are encouraging people to use the power of our network and its live video streaming capabilities in HD to drive change by creating positive outcomes from every negative situation in and around them.”
Two specially created TVCs convey this direct message in an interesting and succinct manner via real life situations which are common and hence easy for all to identify and relate with.
The first TVC is set in an office where an employee is more interested in playing a game on his desk rather than service the long que of customers waiting for his attention. On being told that the entire country was watching his 4-hour lunch break via Idea’s powerful live video streaming in HD, he immediately corrects his behaviour and does what he is supposed to do i.e. speedily service customers.
In the second TVC, two people are seen littering a public beach in an unabashed manner. A concerned citizen live streams this brazen irresponsible behaviour using Idea’s powerful live streaming facility in HD and they immediately change their behaviour to collect and bin their trash.
The tagline of this brand Idea campaign ‘Ab HD ka maza, bin buffering ki saza’ reiterates the speed, quality, convenience and availability of Idea’s robust 4G network both indoors and outdoors.
This Brand Idea campaign will be promoted on TV, Radio, OOH and Digital with high decibel visibility across 95+ TV Channels and all prominent digital content OTT platforms.
The new campaign has been developed by BBDO India and the TVCs have been directed by Sukriti Tyagi.
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.
