Ad Campaigns
Ajay Devgn venture ny cinemas engages ccs for branding & cinema styling strategy
MUMBAI: NY Cinemas, a venture by Ajay Devgn, plans to launch a 100 new multiplex theatres across India in the next one year, and has entrusted Mumbai-based creative agency Colour Craft Studio (CCS) with creating a brand and cinema styling strategy that will give Indian audiences a never-seen-before cinema experience.
NY Cinemas – CEO, Rajeev Sharma said: “This will be the first cinema chain in the world owned and promoted by a mega movie star, and who better to do it than Ajay Devgn, who is not only respected across every strata of Indian society, but who also has a genuine love for cinema and the process of making films. Ajay expressed his desire to bring audiences closer to the film-making experience through this venture, especially in smaller towns which are often left out by mainstream cinema chains. We wanted a creative agency who could do justice to his vision and brand value.”
CCS Co-founder and Creative Director, Ankit Jain spoke about acquiring this prestigious account through a multi-agency pitch. “It is truly a privilege to work with Mr. Ajay Devgn and the team at NY Cinemas to shape a unique movie-going experience that has not been seen in India yet. It is a challenge we cherish and we are confident that we will be able to translate Mr. Devgn’s love for cinema and his larger-than-life personality to a blockbuster cinema experience.”
CCS is a creative agency in Mumbai that provides its clients with 360 degree strategy + design solutions. They will be providing NY Cinemas with brand consulting and design, interior styling and marketing strategy for their cinemas.
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.
