Ad Campaigns
Bang in the Middle customises IndiaMART’s campaign
NEW DELHI: Zero in on the specifics is the new e-commerce mantra. A new digital ad campaign that highlights a unique value proposition of offering customized products to the buyers has been launched by the IndiaMART, online marketplace connecting buyers with suppliers
Conceptualised by ‘Bang in the Middle’, the film #JaisaChahiyeWaisaPaaiye depicts a hunt for an ‘exotic’ elephant to emphasise on how consumers no longer only seek products that are easily available in the market. The campaign uses humour and curiosity to strike a chord with the audience and shows India’s largest e-marketplace’s ability to tap into the inexhaustible possibilities of a buyer’s demands.
IndiaMART Vice President – Marketing Sumit Bedi said, “In the clutter of marketplaces, IndiaMART is the only one offering customized products as per the buyer’s need. Whether it is furniture for your office or handicrafts for home decor or machinery for your factory, we can fulfil any demand because of a strong base of more than 25 lakh sellers. We keep hearing from our buyers about how IndiaMART helps them get products tailored according to their needs and not just run-of-the-mill products. And, that is what inspired us to roll out this #JaisaChahiyeWaisaPaaiye campaign.”
Bang in the Middle chief strategy officer and managing partner Naresh Gupta said “IndiaMART is not the usual brand. It’s a pioneer and thought leader. It is the definitive place where the small business-owners come searching for growth and profitability. As a brand, IndiaMART has to build its expertise with the small business-owners, and yet come across as a warm and friendly place which powers millions of small businesses across the country. We have ensured that the market sees value in differentiated offerings of the brand”.
With technology at the heart of its business, IndiaMART’s success lies in its vision to provide enhanced and improvised solutions that meet market demands. The e-commerce platform has been at the helm of creating a simple but workable B2B ecosystem. A one-stop destination for connecting buyers and sellers, IndiaMART offers customized and full-service offerings.
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.
