Ad Campaigns
Comedy Central redefines shared experiences with ‘Your Happy Place, Happier TWOgether’
Mumbai: This Valentine’s Day, Comedy Central, India’s leading English entertainment channel from Viacom18, is set to redefine the way we celebrate love and togetherness! In a connected world where smartphones paradoxically keep people apart, Comedy Central flips the story with a new creative campaign, ‘Your Happy Place, Happier TWOgether!’
Comedy Central invites fans to share a special moment with their loved ones in a unique, immersive digital experience. In tandem with Sociowash, an integrated advertising agency, the brand turns the device that keeps people distant in real life – their smartphones – into a catalyst for connection. By splitting a short film into two halves, the campaign urges viewers to ‘Watch It Together’, i.e., to watch the complete film by physically putting two phones together.
Speaking on the innovation, Viacom18 head – youth, music and English entertainment Anshul Ailawadi said, “The campaign, ‘Your Happy Place, Happier TWOgether’, is a playful nudge for our viewers to stay connected in the digital age. By combining two solitary viewing experiences into one, Comedy Central reminds everyone that it takes two to tango.”
Experience the magic of Valentine’s Day TWOgether, with Comedy Central, here! – embed this as hyperlink
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.
