Ad Campaigns
After Ekatvam, Tanishq highlights India’s cultural diversity in new campaign
NEW DELHI: After being brutally trolled for its controversial Ekatvam campaign last year, it would seem that jewellery brand Tanishq has learnt its lesson. Instead of fixating on a particular religious community, the brand is playing up the unity in diversity sentiment in the new brand proposition for its wedding exclusive sub-brand Rivaah. Through the campaign film – A Jewel for every Tradition – Rivaah by Tanishq is targeting millennial brides-to-be with the appeal that wedding jewellery is a symbol of rituals.
Conceptualised by Lowe Lintas, the ad showcases a series of brides from six communities – Punjabi, Bihari, Marathi, Bengali, Telugu and Tamil and even though the stories showcase cultural diversity inherent to Indian weddings, they sync up to deliver a coherent message – our rich heritage that forms the backbone of our weddings.
The new proposition communicates the meaning and significance of every ritual and jewellery the bride wears. This proposition has been brought alive through a film that provides a canvas to the thought process of today’s bride who wants to wholeheartedly celebrate and participate in her wedding. The film highlights how the modern Indian bride wishes to immerse into the ritualistic and traditional realm of weddings while being closely participative and true to her progressive self.
Tanishq general manager – marketing Ranjani Krishnaswamy said “Rivaah by Tanishq celebrates the richness and diversity of Indian weddings from the lens of a national local jeweller. It has a wide range of stunning handcrafted bridal jewellery trousseau for today’s millennial bride. The Rivaah bride is classic in her wish to immerse herself in her wedding rituals while also being closely participative in understanding their symbolism.”
Lowe Lintas chief creative officer Sagar Kapoor added, “Most pieces of wedding jewellery have a role to play in the rituals. The campaign aims at bringing this relationship alive, between the pieces of jewellery and their link to tradition from a wedding perspective. It speaks about the bride of today who is keen to understand this relationship and hence enjoy the ritual much more.
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.
