Ad Campaigns
Azva launches campaign on seven vows
MUMBAI: Azva, the bridal jewellery collection from World Gold Council, has launched its latest campaign on the idea of seven vows / saat pheras of a wedding ritual.
The insight for the campaign is that Indian marriages and gold go hand-in-hand. The last decade or so has witnessed a sea-change in the way marriages are solemnised in India. When the location, attire, mandap, sangeet and even décor have seen dramatic influences from other cultures and countries, the modern Indian couple was seen as moving forward. But gold bridal jewellery remained stuck in tradition and in the traditional idea of marriage.
 |
The challenge was to bring gold back into modern marriage conversation. The brief given to BBH India was to contemporise gold in the modern marriage context. The campaign aims to contemporise the modern seven vows and in turn builds relate-ability with the modern day couple. The creative idea “every relationship has the magic of seven” is translated in the creatives.
The nationwide roll-out across 46 cities comprises of TVC as the lead medium supported by OOH and ads in leading magazines. There is a strong digital plan engaging the audience on social networking site and promoting the brand across leading online portals.
The TVC is directed by Prakash Varma of Nirvana Films. Media buying is handled by Maxus
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.
