Ad Campaigns
Racold launches #ShowerDecision campaign
MUMBAI: Water heating solutions provider Racold has launched a new integrated marketing campaign called #ShowerDecision. The campaign aims to celebrate this moment of ‘decision making’ and urges the consumers to share them on Racold website or their social media handles via photos and videos along with the hashtag.
People who will share inspiring stories will win a swanky washroom makeover by Racold. Additionally, there are other exciting prizes like Paytm wallet cash and Amazon coupons worth Rs 500 for the daily winners.
The integrated marketing campaign has been launched on television, radio and digital platforms, including YouTube, Facebook, Twitter, and LinkedIn. A TVC has also been released supported by three digital film showcases that seed the thought of shower decisions through the testimonials of a writer, a homemaker turned graduate and an entrepreneur. The campaign will be further amplified through point of sale materials leading to category education, enabling consumers to arrive at a decision of which water heater to buy and driving participation
Commenting on campaign strategy, Ariston Thermo India managing director Ramnath V said, “The new campaign emphasises on the transformative quality of hot shower from Racold in clearing their mind and enabling to take shower decisions. It resonates with the brand pay off of reborn every day with hot water that Racold offers through its wide range of state of the art water heaters. As leader, we wanted to strike relevance with our TG at an emotive level, engrained in the core benefit. We wanted to get away from a feature based me-too communication and wanted to converse rather than communicate with our consumers. We want our consumers to play a role in defining our brand.”
Vice president, marketing Prashant Dhar further elaborated, “We are going all out to amplify this unique campaign across all mediums to let people engage with us with their shower decisions. It’s a high decibel 360-degree campaign with TV burst in select markets, PAN India digital campaign, radio and point of sale activation.”
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.
