Ad Campaigns
‘Chak De’ actor promotes Vodafone Play
MUMBAI: Taking the ante of its content offering to the next level, Vodafone, one of India’s leading telecommunications service providers, has roped in Chak De India fame Chitrashi Rawat to promote Vodafone Play. Vodafone Play, the content App of Vodafone India is the one-stop destination for live TV shows, latest movies or music, is home to over 14000 movies and more than 140 Live TV Channels.
Video content has emerged as a major driver of time spent on mobile as well as mobile data consumption. Beginning first week of March, Vodafone is launching an ATL campaign on television and digital media to create awareness and relevance for Vodafone Play, a complete on-demand mobile entertainment destination.
Studies found that content apps are most often streamed when people have time to kill, during their commute or waiting for something. The TV commercial featuring the vivacious Chitrashi Rawat of Chak De India fame, borrows this insight and is set in a relatable situation with a traditional touch.
The last to get mehendi applied to her hands, she can’t join the wedding celebrations till it dries, rendered bored and companionless because of the henna. But with Vodafone Play, she discovers that she can fill her down time with fun and excitement. With the swipe of a finger, she can access latest movies, endless music and live TV, not just to entertain herself but also learn all the latest grooves and moves from dance numbers and make sure she shines at the sangeet.
The month long campaign is supported with innovative communication created especially for digital, a major medium for the target group for the content app users.
Vodafone India EVP marketing Siddharth Banerjee said, “Multiple content apps provide movies, music and snack-sized videos, but consumers still toggle between different apps for different kinds of content. Vodafone Play fulfills this need gap and offers a complete on-demand mobile destination for our customers.”
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.
