Ad Campaigns
BonKaso unveils ‘BonKaso Hota, To Yeh Nahin Hota’ campaign
Mumbai: BonKaso, a home essentials brand, has launched its latest campaign, ‘Bonkaso hota, toh yeh nahin hota,’ with a series of engaging digital films. This campaign marks a significant step in BonKaso’s brand-building strategy as it aims to expand its D2C footprint.
The campaign has been developed by Tonic Worldwide, which recently won the brand’s integrated digital marketing mandate, and is being handled out of the Bangalore office. The campaign’s theme draws from their consumer insights, shaping Bonkaso’s unique positioning as a value-driven solution that works for the user, and works for the home.
The campaign’s centerpiece is a series of films featuring a husband-wife duo navigating real-life, relatable situations. The light-hearted and humorous narratives illustrate how Bonkaso’s products simplify everyday challenges, demonstrating the brand’s promise of adding value with functional utility.
Tonic Worldwide co-founder and chief strategy officer Unmisha Bhatt expressed her views on the campaign launch, “We are thrilled to partner with BonKaso on their journey to becoming a household name in the home essentials space. Our goal is to showcase how BonKaso’s products seamlessly blend functionality and design, enhancing daily life and lifestyle. This campaign creates narratives that resonate with consumers, highlighting the value and joy BonKaso brings to homes. We’ve developed a comprehensive digital strategy, focusing on both brand awareness and consideration, leveraging content creators to amplify the products and proposition, while also integrating the e-commerce shopping festivals.”
BonKaso business head Rehan Shaikh mentioned, “We are delighted to partner with Tonic Worldwide to drive the digital marketing campaign of our brand BonKaso. The campaign has been built around the problem-solving attribute of BonKaso, which enables our consumer to deal with everyday challenges faced in their home.”
The campaign will be promoted across major social media and video platforms. This multi-channel approach aims to drive engagement and build a strong emotional connection with the audience, positioning Bonkaso as the go-to brand for home essentials.
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.
