Ad Campaigns
Bajaj Lighting launches campaign to engage new-age consumers
Mumbai: Bajaj, a leading lighting brand, has launched its latest campaign on “Built to Shine”. The campaign focuses on the brand’s unique ability to blend cutting-edge technology with aesthetic appeal, offering a versatile range of lighting solutions that cater to today’s consumers. Bajaj began its journey as a trusted lighting company back in 1938 and has reinvented its offerings to remain relevant to the dynamic landscape. Bringing over 80 years of generational expertise in lighting solutions, the brand’s latest campaign reaffirms its commitment to innovation while staying attuned to the evolving needs of modern consumers.
Bajaj Lighting’s latest campaign bursts with youthful energy, showcasing the brand’s lighting expertise and commitment to its research and innovation. The film features a lively young woman dancing through her day, with every step and twirl triggering a unique lighting experience that perfectly matches her mood and movements. This reflects Bajaj’s “Built to Shine” philosophy which promises lighting solutions that adapt seamlessly to life’s dynamic flow. Highlighting an impressive range of products, the campaign includes motion-activated lights that brighten with every step to smart lamps with a 16-million-colour spectrum for customizable ambience, blending advanced technology with personal expression. When the power cuts, backup lighting ensures that the glow never fades, keeping your moments uninterrupted. Spanning TV, Digital, and connected TV channels this campaign showcases how Bajaj Lighting doesn’t just illuminate spaces—it elevates experiences.
Commenting on the campaign, Head of advertising and brand management Devika Sachdev said, “With over eight decades of lighting expertise, Bajaj Lighting draws on its rich legacy to address the needs of today’s diverse consumers. Our campaign reflects this expertise, offering innovative solutions that appeal not only to the youth but to a broad spectrum of modern consumers. By offering aesthetic appeal with practical, energy-efficient technology, we aim to strengthen our brand’s presence across generations and reinforce our commitment to lighting solutions that enhance everyday living.”
“Through this campaign, we wanted to highlight Bajaj Lighting’s ability to innovate while staying true to its legacy. By focusing on their brand promise ‘Built to Shine,’ we’ve strategically positioned the brand as not just a provider of lighting solutions, but as an enabler of elevated lifestyles for the modern consumer. This campaign not only reinforces Bajaj’s market leadership but also creates an emotional connection by integrating technology, aesthetics, and the promise of lasting quality,” said McCann’s creative director.
Bajaj’s commitment to meaningful innovation is evident in products like Insect Shield, Eye Care Technology, and Smart Lighting solutions. These offerings add both functional and aesthetic value to consumers’ homes. Their LED lighting products not only reduce energy consumption but also support eco-friendly initiatives, making them a popular choice among environmentally conscious consumers. Many of these products come with BEE Star Ratings, further solidifying Bajaj’s role in driving sustainable innovation within the lighting industry.
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.
