Ad Campaigns
Dentsu Webchutney launches new campaign for Platinum Days of Love
MUMBAI: Dentsu Webchutney, the digital agency from Dentsu Aegis Network, has launched Platinum Days of Love’s new season’s collection with the campaign #LoveSoRare, a series of 30 digital films inspired by the design story of the collection. The complimentary design of each pair of love bands is brought to life by 30 films that arise from the insight of togetherness amidst individuality.
The agency elaborates the campaign as the celebration and reflection of the modern love, which is progressive, equal, and rare.
This kind of rare love, brought alive through these 30 films, is seen in very relatable differences between couples. She’s an environmentalist, he likes to burst firecrackers; he’s watching his weight, she tempts him by bringing home delicious desserts. Will it come in the way of love? With wit and gentle humour, the 30 films of togetherness demonstrate how those who have a rare connection don’t see differences as something that come in the way of love, they look at it positively. They know that despite the differences, what they share is rare.
To introduce this idea of rare love, the agency created a Love Score, a test that encouraged people to test their love based on their differences. Ultimately, it was revealed that these differences should be celebrated and will not push you and your partner apart when you share a #LoveSoRare. Once intrigue was built, the agency launched 30 films inspired by the 30 designs that symbolise rare love.
Commenting on the campaign, Dentsu Webchutney executive creative director Pravin Sutar said, “In a world where brands tend to look at relationships and love with rose-coloured lenses, it was refreshing to create a campaign that adds to the conversation in such a unique and honest way. Through #LoveSoRare, we’re asking viewers to rethink what makes their relationship truly unique.
Dentsu Webchutney creative director Aalap Desai added, “Each pair of rings from the collection has a unique design story that that marks the rare bond between a couple. Our 30 days of togetherness is a perfect reflection of this very love.”
Platinum Guild International director consumer marketing Sujala Martis said, “Today’s generation is very pragmatic, we can’t attempt to sell them a fairy tale that is removed from their reality. But working with today’s truths & creating a value system that is aspirational, progressive & yet differentiated is what we aim for. Love needs to be based on true partnership with openness, honesty & real acceptance of each other’s individuality at the heart of it. Putting this into practise however is hard & rare to find. A rare love like that deserves an equally rare metal Platinum.”
This campaign will also give couples an exciting opportunity to win a special dining experience or wedding photoshoot on purchase of platinum in-store.
The series of 30 videos is being released daily, starting from 23 November till 23 December.
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.
