Ad Campaigns
Big Bazaar urges people to be free spirited
MUMBAI: As we celebrated the festival of colours, hypermarket chain Big Bazaar had launched a campaign that gives a glimpse into the spirit of Holi.
Executed by Prime Focus Technologies, the TVC is part of Big Bazaar’s ongoing campaign – Har Tyohaar Mein Big Bazaar. The campaign depicts how over the years Big Bazaar has played an integral role in making all festivals and occasions even more special for its customers.
The ad film features a free-spirited young girl, who despite being cautioned by her mother, joins in the colourful festivities of Holi with all her heart and soul. The film’s jingle encapsulates the joys of coming together to celebrate India’s colourful festival with enthusiasm.
Speaking about the campaign Big Bazaar chief marketing officer Jishnu Sen says, “Festivals are special occasions that bring families and friends together and we are glad to participate with our consumers in their endeavour of making these gatherings beautiful memories to cherish. India is a land which celebrates many cultures and colourful festivals and our campaign is a small reflection of our festivities.”
Talking about working on the ad film, PFT vice president, creative services Bhaskar Sitholey adds, “Holi is all about coming together as a community and immersing oneself in colours and optimism. The TVC aims to capture the delights of celebrating this festival, with Big Bazaar at the core of all the revelry. It celebrates the spirit of sharing with loved ones in its true sense and infuses beautifully.”
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.
