Ad Campaigns
Asian Paints ‘Baarish’, proves O&M point
MUMBAI: Asian Paints has roped in Ogilvy & Mather as the creative agency to conceptualise ‘Baarish Ko Aane Do’ campaign for UltimaProtek. The brief given to the agency was to establish UltimaProtek as the best waterproofing paint.
There is a clear opportunity within the exterior category to own a differentiated, stable, strong and consistent positioning that is rooted in highlighting water as the main cause of all exterior problems. With UltimaProtek and its superior water protection properties, Asian Paints can confidently tap into this category opportunity. This will also enable AP to elevate the brand stature for UltimaProtek as a technologically-superior and innovative painting system in the exteriors category.
With this objective in mind, the team came up with the core thought, “Since the product can really withstand the pressure of heavy rains, why don’t we dare the rains to see if they can overcome us.”
A truly refreshing and interesting take on the brief, this dare allows for various extensions across media. To launch the campaign we have a film with our brand ambassador, Ranbir Kapoor, in a never ever seen role before, an acclaimed classical singer, exponent of Raag Malhar. He is in love with his neighbour but her parents want to marry her off to someone else. So what does he do? Every time the girl’s parents fix a match, he ruins it by calling upon the rain to create havoc in their life and their non-Asian Paints house. Finally the girl’s parents give in. And our classical singer gets the girl thanks to his Raag that calls upon the rain and Asian Paints UltimaProtek that has kept his house always protected in spite of the heavy rain called upon by the classical singer.
Ogilvy Mumbai executive creative director said, “We had a lot of fun working on this brief. The fun and the madness is quite evident in the work. I must thank Prasoon Pandey for making this commercial come alive. My team and I are looking forward to execute the other surround ideas on the same platform.”
In addition to the TVC there are various ideas in the pipeline stemming from the core idea of Baarish Ko Aane Do. The campaign will be live across TV, POS, OOH, press and digital.
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.
