Ad Campaigns
Amitabh Bachchan turns film critic for Tata Sky
MUMBAI: Tata Sky’s latest high decibel ATL campaign this season highlights its multiple entertainment offerings with two versions — one featuring Bollywood actor Amitabh Bachchan and the other featuring Southern superstar Nayanthara. The new campaign emphasises on the depth of entertainment that Tata Sky offers in a manner that’s loveable and memorable.
The campaign, ‘#HarSceneKaMazaaLo’ showcases Bachchan as he adorns the role of a Bengali critic mimicking Bollywood superstars in a series of nine ad films. Bachchan is seen to be completely engrossed in watching famous movies brought to him by Tata Sky where he reanimates the evergreen dialogues in his own Bengali avataar. The objective of the ad campaign is to showcase how an individual enjoys the offerings of Tata Sky to the fullest, highlighting the abundance of entertainment across platforms.
Shot as a series of five ad films, the campaign primarily draws attention to the benefits that Tata Sky offers in the form of pay for what you watch, highest regional HD channels, on the screen of your choice along with a 24X7 customer helpline facility in dedicated southern languages
Tata Sky’s chief communications officer Malay Dikshit says, “In a country which is obsessed with movies, it’s not a surprise that feature films aired on TV contribute to over 28 per cent of the total viewership. Bachchan’s legacy and Nayanthara’s versatile personality along with Ogilvy and Mather’s creativity has helped us create the magic for Tata Sky. It beautifully depicts our objective to strive and offer maximum and some of the best entertaining content to our consumers at any budget, on any screen, anytime, anywhere.”
Ogilvy India chief creative officer Sukesh Nayak adds, “When you truly enjoy watching a film you begin to respond to an actor’s performance. You are awed or disappointed by their performance and you are always vocal about it. We used this insight as an entry point to talk about the huge bouquet of movie channels Tata Sky has to offer. It was a blast working with Bachchan and Shoojit on this campaign. We had lots and lots of fun. The core idea of ‘Har scene ka mazza lo’ will be amplified across different mediums. On digital, just like our tough film critic, we will encourage people to share with us their favourite scenes.
With an aim to connect with the viewers, Tata Sky’s maximum entertainment campaign is a 360-degree campaign which includes outdoors in the form of bill boards, wall paintings and bus backs, digital and TVCs. Bachchan’s TVC has been envisioned and executed by Ogilvy and directed by national award-winning director Sircar. Nayanthara features in the campaign created for the southern states directed by R Krishnakumar.
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.
