Ad Campaigns
Vijay Sales brings back the ‘parampara’ of shopping this Diwali
MUMBAI: Leading electronics retailer, Vijay Sales, has released a one-minute video titled “Khushiyon Ki Parampara” to mark the beginning of the festivities as part of its Diwali campaign 2018.
Conceptualised by Network Advertising, the video showcases a family who on hearing about the discounts become ecstatic about shopping for their favourite electronics. The ad personifies the joy of Diwali shopping and highlights how the brand has helped maintain a family tradition of shopping at Vijay Sales each year to avail the sensational festive offers.
Through this campaign, Vijay Sales encourages customers to gear up for the festive season by shopping the sale and availing some of the best discounts on electronics in the market.
Vijay Sales managing partner Nilesh Gupta says, “Since the last 50 years, Vijay Sales has always celebrated Diwali by offering fabulous discounts to its customers. This is a tradition that we will always uphold. The Network team has done a great job in communicating the joy of getting amazing products at amazing prices – a sure shot way of wishing our customers a happy Diwali.”
Network Advertising chief creative officer Tanuja Bhat adds, “Vijay Sales has always stood for the human expertise that helps buy the best electronics. The film amplifies the delight every family member feels upon finding the products they love, at offers they enjoy.”
Vijay Sales was established as a partnership firm by Nanu Gupta, an entrepreneur with astute business acumen and foresight. From a small TV showroom in Mahim in 1967, Vijay Sales has long since evolved into one of Mumbai’s leading chain of electronic superstores, now having expanded to major cities across India.
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.
