Ad Campaigns
Anushka Sharma & Virat Kohli partner with ‘Unseen’ for Livspace’s spooktacular campaign
Mumbai: Following the success of last year’s campaign, which featured brand ambassadors Anushka and Virat, Livspace, one of Asia’s largest omnichannel renovations & interiors platform has launched its 2023 brand campaign, ‘Livspace your space- Season 2.’ The campaign aims to showcase the evolving roles of homes in our lives and how Livspace enables you to maximize the potential of each room within your home.
Livspace CMO Kartikeya Bhandari said, “This year we are bringing back ‘Livspace your space’ for a second innings with our brand ambassadors Virat & Anushka. We added an element of horror coupled with humor to our films this time around, while also reiterating our commitment to redefining living spaces with the best in class materials and designs. The campaign films are poised to strike a chord with a wide-ranging audience, further cementing our standing as the No 1 Home Interiors Brand in the country. We are extremely excited to time these around the cricket world cup fervor that grips our nation and will employ a media mix of digital, social and CTV to engage with our audiences.”
“Livspace your Space”, Season 2 stars Virat and Anushka as an upper-middle-class couple facing surprising interior issues in their supposedly comfortable home. Initially, it appears to be a ghostly horror story, but it soon turns into a humorous tale of their interactions with unconventional ‘spirits’, all trying to fix their interior design problems. The films were conceptualized by TILT and directed by Corcoise Films.
Tilt Brand Solutions chief creative officer Adarsh Atal shared his insights, saying, “On Livspace, we have always attempted to push the envelope every year. The thing with poor quality interiors is that they continue to play on your mind as you have to literally live with them and in the house you have made. This insight gave us the springboard for our creative device, where we see different kinds of ghosts, ghouls and scary entities trying to scare Virat and Anushka at their home, but what’s really haunting them are the poor quality interiors. The first of the series is already live with more to come!.”
The campaign maintains its central focus on quality in both material and design. It delves into the human tendency to seek certainty and routine, demonstrating how unexpected disruptions stemming from subpar home interiors can become a relentless source of distress. The campaign emphasizes the significance of investing in high-quality materials and designs to create a sanctuary of comfort, guarding against potential nightmares caused by inferior interior choices.
With this campaign, Livspace aims to create strong brand recall and deepen its connection with customers across different regions. Launching concurrently with the ICC Men’s Cricket World Cup, the campaign will employ a multi-faceted approach, including a strategic blend of digital and social media, along with connected television, to engage with relevant audiences.
The campaign comprises a series of four videos, including two 10-second clips and two 30-second clips. All four videos will be rolled out with a two-week gap between each launch. The campaign is set to span across eight weeks.
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.
