Ad Campaigns
Amazon celebrates Holi with #KhushiyanDelivered campaign
KOLKATA: Amazon.in launched #KhushiyanDelivered – a digital led campaign to celebrate Holi and salute the spirit of delivery associates, sellers, and customers across India. The campaign unfolds with a digital film that captures how the e-commerce giant is serving its customers and the important role of delivery associates in this journey, across India.
The video is an ode to all delivery associates who work every day to deliver ‘khushiyan’ to customers and captures the love and effort that goes behind the packages which add joy to the festivities. Through this campaign, Amazon aims to spread positivity, appreciation and encouragement among the delivery associates who continue to fulfil the promises of millions of customers across India.
Amazon India vice president Manish Tiwary said, “#KhushiyanDelivered is our digital campaign to thank our millions of customers, delivery associates, and recognise the efforts of all our small and medium business sellers as well. We encourage our customers to extend their heartfelt gratitude to all delivery associates across India as they continue to deliver happiness and colours of joy through the year.”
Additionally, ahead of Holi, Amazon.in has launched a specially curated ‘Holi Shopping Store’, a one-stop-shop, to help customers deliver khushiyan to their loved ones this festive occasion. The Holi shopping store offers an array of specially curated products by sellers ranging from Holi colours and pichkaris, fashion and beauty essentials, kitchen and cleaning equipment, Puja articles, food and beverages, TVs, devices, speakers, cameras, accessories and 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.
