Ad Campaigns
BIG FM delves into the intricacies of love with its campaign ‘Yeh Ishq Nahi Aasan’
Mumbai: It’s that time of the year when love fills the air and we see a special celebration of relationships and togetherness. On the occasion of Valentine’s Day, BIG FM, one of the leading radio networks in the country, presents its campaign, Yeh Ishq Nahi Aasan. It celebrates the essence of love by delving into each phase of a relationship through compelling stories, narrated exclusively by celebrated storyteller Neelesh Mishra on his popular show ‘Yaadon ka Idiot Box’ on BIG FM. While he will share five captivating stories, the campaign will also feature snippets from the love stories of renowned actors like Shreyas Talpade, Karan Singh Grover and Bharati Singh amongst others, collectively offering listeners a rich spectrum of love to enjoy.
Drawing upon the timeless theme of love, the campaign also emphasises how having a companion can profoundly impact one’s life. From the exhilarating phase of budding romance, where innocence, excitement and emotional vulnerability reigns supreme, to the challenges and joys of building a life together, navigating through career choices, financial planning and raising a family, the show explores it all. Each episode delves into the special details that make each couple unique, sharing real stories that vividly express the diverse range of emotions in a relationship.
Talking about the campaign, BIG FM COO Sunil Kumaran shared, “As we navigate through life’s many emotions, love stands out as a source of hope and connection. Our latest campaign, ‘Yeh Ishq Nahi Aasan’ for Valentine’s Day, is all about celebrating love with all its complexities, serving as our heartfelt tribute to its enduring power. Through different stories, we endeavour to weave together tales that beautifully reflect the essence of human relationships. We aim to inspire, uplift, and remind our listeners that love is truly the greatest gift we can share.”
The campaign is extensively promoted across platforms with listeners embarking on this unique journey of love with their favourite storyteller.
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.
