Ad Campaigns
Bathsense launches new campaign with Rajkumar Rao
MUMBAI: Bathsense is a creation from Asian Paints, and represents the brand’s first complete bathrooms offering in the bath category.
Bathsense is a collection of exemplary bath fittings and sanitaryware products that aims to simplify the user’s bathroom life with a host of truly unique features. Coming with the experience and legacy of Asian Paints, Bathsense presents unmatched aesthetics in design, quality, functionality and durability.
To introduce India to Bathsense, Asian Paints has launched a 360 degree campaign, centred on a series of TVCs for North India. The TVCs were supported by an outdoor, print, digital and radio campaign, various activations and other point-of-sale elements for dealers, plumbers and customers. The entire campaign was conceptualised and created by Madison BMB, a unit of Madison World.
The concept of the campaign, including its tagline ‘Bathrooms that understand you’, came from a powerful insight: today, bathroom products come in endless shapes and designs, but what one wants is a bathroom that smartly understands his/her bathroom expectations, including qualities like hygiene and durability.
Bathsense backed this with impactful features like abundant flow even at low pressures, self-cleaning showers, water-saving faucets and many, many more. The TVCs aimed to not only introduce these product features in a memorable way, but also showcase a unique, humorous story that could easily stand out amidst the plethora of invisible bath ads today.
The story essentially takes place in a Bathsense bathroom that understands its main user so well, he has chosen to live in it. By existing completely in a beautiful bathroom space, the story uses both quirkiness and simplicity to talk about how Bathsense products understand the user, even if the outside world might not. The repeated use of the phrase ‘Isse pata hai’ (this understands me) makes the film even more quotable and memorable. The phrase is also utilised in other elements of the campaign to provide continuity with the films. The story called for a main character who could be charming, easy-going, funny and yet classy, sometimes at the same time. Rajkumar Rao, a highly-respected Indian actor who has garnered critical acclaim for providing thoughtful performances in memorable films, was chosen for the North Indian (Hindi) film.
Asian Paints Home Improvement vice president Pragyan Kumar says, “Apart from having great designs that look beautiful, Bathsense is committed to provide innovative solutions to problems that have remained unanswered for long. We strongly believe that the campaign will help us seed brand Bathsense in the market and establish clearly to our customers that we are here to offer solutions that truly understand them.”
Madison BMB CEO and chief creative officer Raj Nair adds, “In today’s day and age, it seems almost old fashioned to find a brand’s virtue in the brand’s features themselves. Having said that, when we realised the features of brand Bathsense were as distinctive as they were, we thought why not build the proposition around the features themselves. Then came the added bonus of Rajkumar Rao who with his performance has made the campaign more memorable. Plus the music in the films is extremely quirky and catchy as well. In fact, seeing the instantaneous positive response of the dealers at the launch was an incredibly satisfying conclusion that should resonate well with consumers too.”
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.
