Ad Campaigns
Dell launches new campaign ahead of festive season
MUMBAI: Dell India has launched its latest campaign, just as the festive season kicks off.
The campaign extends across television, print and digital with prime associations and a high impact creative approach. Key to the launch, is Dell India’s television commercial that introduces ‘Dell Cinema’ – the 2018 innovation announced at CES earlier this year and which is available across a range of XPS and Inspiron PCs.
Addressing the young and upcoming digital affluent individuals, the TVC will air across leading 42 English and Hindi entertainment, movie and music and sport channels and in regional media across Tamil Nadu, Karnataka and Andhra Pradesh.
Dell’s association with the upcoming ‘Thugs of Hindostan’ across YouTube and Facebook as primary digital channels and a presence during the Asia Cup Cricket Tournament, is aimed to engage with consumers throughout the festive period. The estimated reach of the campaign is 71 million.
Festivals in India exude a common sentiment across all corners of the country – be it the joy of colourful scenes everywhere, striking visuals and the drama of colours or celebratory songs sung in unison.
The television commercial brings to life Dell’s commitment of redefining experiences that matter most to consumers. Be it films and their grandeur or memorable patriotism felt while watching a favourite sport together, Indians come together to celebrate, experiences. The film inspires consumers to enjoy a truly immersive cinematic experience, while transporting them to a completely new world, of extraordinary colour and sound.
Conceptualised and executed by Grey group, the film depicts features of Dell Cinema that collectively offer an immersive cinematic experience to the user who can enter a world of life-like colour, resonant sound and uninterrupted streaming. The film begins with the viewer visually entering a vibrant festive dance that comes alive on XPS 13’s screen, followed by losing oneself in watching a graphics intensive film with feature rich audio, the effect of which is evident on a glass of water kept next to the laptop. The film concludes with fans in a cricket stadium cheering for India, with every little detail coming to life without interruption, thanks to the unmatched streaming experience.
Dell director of marketing India and ANZ for consumer and small business Ritu Gupta says, “Dell Cinema is an incredible innovation by Dell. It is the promise of entertainment being delivered in a way that it was designed to be by content creators – on your PC. We’re taking Dell Cinema closer to our consumers who look for immersive cinematic experiences, anytime and anywhere. The Indian festive season is as immersive as it can get and we are so excited to be a part of it with Dell Cinema.”
Grey Bangalore senior VP and branch head Vishal Ahluwalia adds, “Dell and Grey as a team have been fortunate to have unique and insightful winning executions across all festivals in the past. While Dell as a brand is immersed in the Indian culture, this year we decided to project the grandeur of India celebrating through myriad of passion best experienced on Dell Cinema. The TVC captures a plethora of passion, which we are unable to experience live due to our busy everyday life.”
The film went live on Dell’s social media channels on 12 September with the TV campaign going live from September 16 till November 7, 2018.
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.
