Ad Campaigns
Blue Heaven launches ‘Har Look Mein Surprise’ campaign featuring Radhikka Madan
Mumbai: Indian beauty brand – Blue Heaven has launched its campaign, ‘Har Look Mein Surprise’, featuring actor Radhikka Madan to target confident youth and celebrate the freedom to reinvent beauty.
Madan, reflecting the brand’s mission, shared, “I’m delighted to partner with an Indian home-grown brand. Blue Heaven has been consistently surprising its consumers over the years and I was equally surprised to see the evolution of the brand I had grown up with. I’ve definitely found many new vanity favourites and I hope the audiences also get as much joy in creating surprising looks with these makeup products as I did.”
Jayanti Choudhury noted, “Her journey from television to becoming a leading Bollywood star reflects our own path of evolution. Much like Radhikka, who continuously surprises her fans by exploring diverse roles and delivering captivating performances, Blue Heaven is committed to innovation. We consistently bring the latest trends and high-quality beauty products across various categories, delighting our consumers with every new creation.”
The campaign, conceptualised by WondrLab India, engages youth culture through personal expression and experimentation. The featured love duo two-in-one lipstick & lip colour offers 24 shades for unique looks.
Amit Akali, CCO & co-founder of Wondrlab India, explained, “How does a legacy brand continue to be relevant and resilient in today’s day and age? The only answer can be reinventing itself in a way that keeps surprising. Hence, our latest work with Blue Heaven celebrates the pleasantly surprising moments in life. The aim was to craft two compelling stories that present Blue Heaven as the makeup brand of choice meant for experimentative young people.”
Blue Heaven will also be the official beauty sponsor of Bigg Boss season 18. Available in over one lakh retail outlets and on major e-commerce platforms, Blue Heaven emphasizes quality and affordability.
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.
