Ad Campaigns
HyperCITY rolls out maiden campaign #HarDilRoshanKaro!
MUMBAI: HyperCITY Retail (India), a hypermarket chain, has launched its new digital campaign, #HarDilRoshanKaro. The DVC captures the ever-evolving positioning of HyperCITY of providing a perfect opportunity to their patrons to be a ‘Super Hostess’, this Diwali.
Keeping up with the brand promise of ‘Something Fresh Everyday’, the DVC opens with the Sharma’s planning and organising a Diwali party. With multiple demands by each member in the family, the lady of the house fulfils each request efficiently by the wide range of offerings available at HyperCITY, making her the perfect hostess.
HyperCITY VP – marketing, loyalty and visual merchandising Manoj Jain says, “We at HyperCITY have been studying changes in the purchase patterns of our target audience, over a period of time. The campaign salutes the lady of the house, incidentally our primary shopper, who makes everyone feel special and appreciated, thus becoming a super hostess this Diwali.”
Gozoop Online group director – communications Amyn Ghadiali says, “In today’s hyper-connected environment, any brand’s outbound communication should be a reflection of the society it thrives in. Besides being relatable, every piece of content is carefully crafted so that it can add value to the audience.”
He further adds, “Before creating the concept, we conducted thorough research to understand how women, 25-40, are consuming content online and examined the changes in their interest/behaviour across platforms. As the team working on the campaign we believe the true outcome of the campaign is very simple: Har Dil Roshan Karo.”
The campaign has been scripted and directed by Gozoop Online. The integrated marketing program will include radio, online, and in-store promotions through a phased rollout.
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.
