Ad Campaigns
Audible releases two new ad films to showcase the power of audio
Mumbai: Audible, an Amazon company, and a global provider of spoken-word entertainment has announced the launch of two new ad films featuring TV actors Nakuul Mehta and Rithvik Dhanjani. The films showcase the wide and diverse range of audio and spoken word content available on the audio streaming app, which listeners can enjoy whenever, wherever they like.
Conceptualised by Audible and executed by Media Monks, the ads are already on air across 60 channels. This includes channels across genres like Hindi General Entertainment, Hindi Movies, Hindi and English News, Hindi Music, English lifestyle, English Movies, Infotainment as well as on live sports like the India-New Zealand test match from 3 to 7 December 2021 and the English Premier League between 27 November and 28 December 2021, said the company.
Both films bring out the crackling chemistry and camaraderie between Rithvik and Nakuul. Having diametrically opposite personalities who enjoy completely different activities and audiobooks, helped showcase the range of titles available on Audible, their playful relationship adding to the films’ entertainment quotient.
Audible India country head Shailesh Sawlani said, “We recently launched an all-you-can-listen Plus catalogue for our members featuring over 15,000 Audible Originals, audiobooks and podcasts across languages and genres. Our ad films showcase how we have something for everyone in our diverse slate, including titles featuring household names like Rithvik and Nakuul and other popular talent. We hope that the viewers enjoy our ad films, brought to life by these very talented and spirited actors.”
Both the actors have lent their voices to two new free-for-all Audible Originals available on Audible.in, which made them a natural choice for the films, the brand said.
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.
