Ad Campaigns
BlueStone launches Raksha Bandhan campaign – ‘#ThreestoOne’
Mumbai: In the spirit of Raksha Bandhan, BlueStone has unveiled a new campaign focusing on familial bonds. Titled “#ThreestoOne”, the campaign captures the meaning of relationships. The campaign shines a spotlight on the joy of having that one special person who, while often seen as the ‘extra’ in a couple’s life, gradually becomes an irreplaceable part of the family.
Raksha Bandhan has always symbolised the cherished bond between siblings. But in today’s ever-evolving world, family isn’t just defined by blood. Friendships often blossom into familial relationships, offering a sense of belonging and unconditional love. BlueStone’s latest campaign delves into this modern-day reality with a humorous twist.
Through a series of videos, the campaign follows the life of a modern married couple and the husband’s childhood best friend. Their relationship forms the crux of the narrative, exploring the amusing dynamics of being a ‘third wheel’ in a marriage. With every video, viewers are taken on a journey filled with laughter and heartwarming moments, culminating in transforming a love-hate relationship between the wife and the best friend into a bond that mirrors the sibling connection.
Commenting on the campaign the brand’s spokesperson said, “Raksha Bandhan is traditionally about the bond between brothers and sisters. However, we wanted to celebrate the relationships that go beyond conventional definitions of family. Our campaign is a tribute to all those friendships that evolve into something deeper, stronger and truly special. We hope our audience resonates with the humour and warmth of the series and recognizes the value of these unique relationships.”
Join BlueStone in celebrating Raksha Bandhan by embracing the festival’s spirit, where every friendship can become a cherished family bond. Here’s to the friends who become family and the third wheels who make every moment more fun.
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.
