Ad Campaigns
Amazon’s #MagicHaiAmazonHai campaign lights up festive deliveries!
Mumbai: Bringing the festive spirit to life, Amazon India celebrates its employees, associates and partners, who play a key role in delivering a delightful festive season to customers, with the launch of the #MagicHaiAmazonHai campaign. The campaign puts the spotlight on Amazon India’s employees, associates and partners, who are committed to offering the widest selection, fast and reliable delivery and a trusted and convenient experience to customers during the festive season and beyond.
Amazon employees, associates and partners from diverse backgrounds and different regions of the country have been part of the festive season event every year at Amazon. The campaign film provides behind-the-scenes into the efforts of the people that go into making speedy and reliable order deliveries to customers.
Conceptualised by The Minimalist, the three-week-long campaign unfolds the brand narrative of speed, reliability and service efficiency backed by people, process and technology. To generate intrigue and anticipation, two teaser videos were released, offering a glimpse of the campaign’s essence. The film features a catchy and energetic jingle that encapsulates the theme of the campaign. This is complemented by visuals showcasing the intricate processes involved in delivering an order and the dedicated individuals who make it all possible.
Additionally, an influencer-led activity was deployed, wherein a hook step choreographed around the jingle chorus engaged the audience. The #MagicHaiAmazonHai hook step challenge was launched encouraging people to join in and celebrate the efforts of the Amazon India team in spreading the festive cheer. The campaign received an overwhelming reach of over 21 million and garnered more than 32 million views in the first 15 days.
Commenting on the campaign, Amazon India’s head of corporate communications Madhavi Kochar said, “At Amazon, our people are at the heart of our business and we believe that our network, infrastructure, technology, and processes are only as strong as the people that power them. Our employees, associates, and partners create the kind of human magic that leads to customer delight. #MagicHaiAmazonHai is a celebration of their hard work and commitment to making our customers’ celebrations truly magical.”
The Minimalist co-founder Sahil Vaidya added, “Crafting the #MagicHaiAmazonHai campaign was a remarkable journey, aimed at showcasing the unseen efforts that fuel the magic of Amazon India. It’s a tribute to the incredible individuals who create customer delight during the festive season. The team at The Minimalist had an absolute blast building this exciting, multi-layered campaign”
Join Amazon India in celebrating the magic behind every delivery, every smile, and every festive moment. Express your gratitude with #MagicHaiAmazonHai.
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.
