Ad Campaigns
BBDO creates Racold’s #PowerOfHotShower
MUMBAI: Racold, one of India’s largest provider of water heating solutions, has rolled out its latest brand campaign- “Power of hot shower” #PowerOfHotShower.
The campaign reinforces the brand’s positioning of ‘Reborn Everyday with Hot Water’ . The commercial which has been conceptualized by BBDO and produced by Cutawayy Films narrates the dilemma faced by a young man around his parents. He has to make an emotional choice but is in a quandary when it comes to taking the right decision.
The integrated campaign is being launched on television and digital platforms including Youtube, Facebook and Twitter. The commercial will be telecast across all major Indian GEC’s, regional, lifestyle and news channels. The campaign will be further amplified by a high octane print, BTL launch across major cities in India.
Ariston Thermo India Private Limited managing director V. Ramnath said, “Racold as a brand has always believed in doing purposeful communication with its path breaking water heating solutions at the core. The thought provoking ‘Power of Hot Shower’ campaign strikes an emotional chord with the consumer enabling him to be truly reborn.”
Ariston Thermo India head – marketing Anil Bhamre mentions that the reason behind this campaign was two-fold, “We not only wanted to highlight how a hot shower from Racold can refresh and rejuvenate a person both physically and mentally, but also bring to light a larger social issue that involves the community as a whole. This television commercial is thought-provoking and strengthens the brand position of ‘Reborn everyday with hot water’.”
Ariston head-brand and product management Gaurav Bisaria expresses “The new campaign emphasizes on the transformative quality of hot shower from Racold in enabling a person to connect with his/her inner self. The campaign fuses the deepest consumer truths and role of brand seamlessly to create a deeply moving film.
BBDO chairman and creative director Josy Paul says, “Brands have the power to resolve conflicts and tensions in society. That’s what you see with this new communication from Racold. The brand offers a wide range of water heating solutions that show us the power of a hot shower. You realise that a shower is more than just a shower; it’s an opportunity to see the world with fresh eyes… a chance to wash away your anxiety and the things that weigh you down and be reborn again. It’s not just a bath, its therapy.”
Cutawayy Films director Bhavesh Kapadia elaborated further, “These days it requires a brave client to buy an idea, which is so story-oriented and where the product is just an integral part of the film especially in the category they are advertising. Strong emotions always act as a catalyst where the audience connects with the brand. A simple execution of a very strong emotional idea with a social message will help make the commercial memorable and create a strong brand recall.”
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.
