Ad Campaigns
Casio India celebrates the bond of siblings with a timeless twist
MUMBAI : This Raksha Bandhan, Casio India unveiled a heartwarming new campaign that redefines the essence of gifting between siblings. Moving beyond the traditional thread of Rakhi, the campaign thoughtfully positions a Casio watch as a symbol of everlasting love, memories, and time spent together.
At the heart of the campaign is a model that has been sourced in India, for India – thoughtfully designed to reflect the preferences, aesthetics, and sensibilities of Indian consumers. This reinforces Casio’s ongoing commitment to creating products that resonate with local markets while upholding the brand’s global standards of quality and innovation.
In a tender and visually evocative film, Casio captures the nuances of a brother-sister bond from childhood mischief to growing up side by side, ultimately portraying how some are bound not just by thread, but by time. The watch – MTP-SN3KRL-1A worn on the wrist like a Rakhi, becomes a modern metaphor for the timeless promise siblings share.
Commenting on the campaign, Takuto Kimura, managing director, Casio India, “While the Rakhi has long been a traditional symbol of protection and love, this campaign explores the idea of time as an equally powerful and lasting expression of that bond. This year, we are especially proud to showcase a model designed specifically for India, reflecting our deep understanding of the local market and our ongoing commitment to deliver products that are culturally and emotionally relevant.”
The creative concept and production of the campaign film have been carried out by Film Your Film Studios. Directed by Gaurav Kumar, the film captures the essence of the campaign with authenticity and emotional depth, reinforcing Casio as a brand that genuinely connects with its audience.
This Raksha Bandhan, a Casio watch is not just a gift but a gesture that marks moments, celebrates memories, and strengthens the bond between siblings.
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.
