Ad Campaigns
BedBathMore.com repositions; launches new look
MUMBAI: Home community platform BedBathMore.com has repositioned itself with a new consumer offering. Along with the new site, the company has also got a new brand identity.
BedBathMore.com had recently acqui-hired Homado and Crude Area, with the aim of building a holistic environment, which moves beyond commerce and focuses on building content and community too.
The creative idea for the campaign is built on the idea – ‘You Change. So should your home’. It represents the change people undergo as they progress through different stages of life and how it’s reflected in their choices of home decor.
BBH India has executed the entire campaign by designing an innovative and interactive print campaign. The ad is made of two halves depicting the life of an individual told through the home. The ad has one half depicting a ‘before marriage’ home and the other a ‘after marriage’ one.
Ambigram has been used for the campaign which reads differently depending on how readers hold the paper. While one orientation reveals the word as love, turning the paper around changes the same word to ‘can’t’. The copy reads: ‘Can’t see myself getting married.’ Turning the ad around, the copy reads ‘Love being married.’
BedBathMore.com founder and managing director Amit Dalmia said, “The intention with our renewed proposition is to enable social and discovery commerce and more importantly to provide a platform that enables collaboration between like minded home owners and experts alike. In totality it empowers users to find everything they would need or aspire to have in their homes through the changing phases of their lives. The ad campaign represents the very same sentiment in a very interesting manner using an ambigram and visuals which are reflective of changes that we experience as we transition through our everyday life.”
BBH India CCO and managing partner Russell Barrett added, “Very often print is used as a reminder and is the poor cousin of the preferred film. So it’s great to be able to crack and execute an idea especially for print. Great craft and a well executed ad only happens when you have a brilliant team working on it, both in the agency and on the clients side too.”
BedBathMore.com will soon come out with the next leg of the print campaign, followed by OOH, BTL and radio activations.
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.
