Ad Campaigns
Berger Paints’ announces Diwali ad campaign ‘Chiku ki Painting’
Mumbai: Berger Paints is set to redefine the essence of colour this Diwali with its ad campaign- ‘Chiku ki Painting’. This initiative aims to shed light upon the unique perspective of inviting the audiences to consider viewing the world through the eyes of colour blind individuals, who experience a different spectrum.
In contrast to the traditional Diwali campaigns centered around vibrant colours, Berger chooses to focus on the absence of colour, highlighting the life of those living with colour-blindness. Berger being a paint brand and colour being at the core of its proposition, initiates a crucial dialogue on the concept of ‘seeing itself’, through this thoughtful approach. Berger’s Diwali campaign speaks of those who can’t perceive colour the same way most can- those who live with colour-blindness.
Conceptualised by the creative team at Green Chutney Films, a video-first agency that emphasises on story-telling through impactful films, the campaign unfolds a captivating story; the ad not only brings to the fore an often overlooked concern, but also seamlessly weaves the brand Berger into the narrative. Green Chutney Films creative director Manan Bhatt said, “I am so proud of the work done by our team on this campaign and how the campaign exudes not only of a fresh thought, which is often a challenge in such a cluttered market, but how beautifully brand Berger plays a role in telling of this story.”
Berger Paints head of digital Debayan Banerjee said, “We are extremely excited for this upcoming campaign! The excitement emerges from the new story and perspective which this campaign is trying to talk about and the innovative and warm integration the story does with the brand Berger and what it truly stands for.”
With the release of ‘Chiku ki Painting’ this Diwali, Berger calls upon Indian audiences to celebrate the unseen hues, embracing diversity and fostering inclusivity.
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.
