Ad Campaigns
Deconstruct’s rendition of Lakshmi ji lights up Mumbai’s Marine Drive
Mumbai: As the golden rays of Dhanteras illuminate our lives, a larger-than-life idol of Goddess Lakshmi casts her blessings upon the shimmering waters of prosperity. Blissfully amused passers-by at Mumbai’s widely popular and ever-buzzing Marine Drive can be seen filming this one of its kind phenomena. Embracing the festive cheer, it captures Deconstruct’s ethos through a viewer’s lens.
Goddess Lakshmi radiates bright hues of gold owing to her powerful celestial aura as she is elegantly seated in her lotus. Wrapped in the festive spirit, depicted by a decoration of flowers and auspicious diyas, one of the brand’s marquee products – the Vitamin C & Ferulic Acid face serum is featured as the protagonist alongside the divine. As a few drops from the dropper held in her fall into the Arabian ocean, the ripple effect emphasizes the brand’s 100% money-back policy. Deconstruct’s campaign aligns with the brand’s core objective of winning consumers’ trust through innovation and rightful information.
Founder & CEO Malini Adapureddy said, “Innovation stands strong at the heart of Deconstruct. This can be seen through our range of products that feature the best power duos for efficacious skincare but also in everything else that we do. To further strengthen our commitment to offer gentle yet effective personal care, we offer a 100% money-back guarantee that assures skincare beginners and enthusiasts a 100% safe journey. Our newest campaign is a direct ode to all of that and more, stay tuned.”
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.
