Ad Campaigns
Collective Creative Labs unveils Zebronics’ campaign with Hrithik Roshan
Mumbai: Zebronics’ latest campaign, featuring Hrithik Roshan and in collaboration with their new creative partner Collective Creative Labs, sets a refreshing tone in the category of projectors and speakers. Showcasing CCL’s commitment to pushing creative boundaries and serving as an extension of Zebronics’ promise to deliver a lifelike experience, the advertisement takes viewers on an immersive journey. Within just ten days of its release, the TVC has garnered over one million views on YouTube, showcasing the positive reception of this campaign.
Drawing inspiration from a memorable scene in one of Hrithik’s previous films, the ad takes an unexpected turn when an intimate moment is interrupted by the sound of a fart, leading to an unconventional twist in the narrative. By employing a fart as a creative device, the campaign embraces a whimsical and unconventional approach. This audacious and unprecedented move injects a sense of joy and playfulness throughout the film, making it a delightful and rewatchable experience.
Sharing his thoughts on the collaboration with Collective Creative Labs, Zebronics director & co-founder Rajesh Doshi expressed, “Ab Home Ko Banao Home Theatre is the perfect tagline that embodies our vision. Collective Creative Labs has brilliantly blended the quirkiness of an imaginative mind with elegance and reality, resulting in a captivating advertisement that has resonated well with the masses. The agency has expertly utilised the characters and pushed the boundaries of the traditional creative landscape. Through this ad, Hrithik brings to life Zebronics’ commitment to revolutionize the concept of home entertainment for the masses, using soundbars and projectors.”
Emphasising the need to deliver a disruptive film, Collective Creative Labs creative head Smriti Bhaskar stated, “In today’s world, where we are competing with an abundance of content across various platforms, it is crucial for an idea to stand out. It needs to be unexpected; otherwise, it becomes just another fish in the fast ocean.”
Discussing what sets this film apart, the director, Siddharth Sen, said, “This film stands out due to its bold and unconventional approach, a rarity in conventional advertising. Kudos to Zebronics for consistently supporting creative freedom. Our intention was not to force humor but to treat the situation seriously until the moment of realisation. The fun lies in the bizarre scenario, evoking contemplation and bringing a smile to people’s faces.”
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.
