Ad Campaigns
Digi Osmosis unique campaign for ‘Ki & Ka’
MUMBAI: Digi Osmosis has crafted a unique campaign for R Balki’s latest production Ki &Ka from the T-Series Films stable by creating a special app for the Ki & Ka facebook page. Once the viewer has watched the trailer on Facebook, a question pops up asking the viewer ‘Who are you in your life, Ki or Ka?’. It further asks viewers if they are the independent, career-oriented, outspoken Ki or the homely, loving and caring Ka.
After the viewer answers and clicks the share button, the trailer is shared on the user’s timeline on Facebook with another caption – ‘I’m Ka in real life but you know, ??????ling (Feminine) and ???ling (Masculine) means the same thing!’
Commenting on the campaign Digi Osmosis founder Manish Kumar said, “For this trailer, the strategy was simple; there are thousands of people who identify with Ki&Ka on a very personal level. They will find it to be a very interesting activity and in turn share it with their friends. Their friends in turn, find it a quirky and engage with the trailer, repeating the process. This encourages share-ability, a factor crucial for social media and creates a simple viral chain garnering the reactions required. ”
Ki & Ka director and producer R Balki mentioned that “It has been a terrific learning experience for me working with the Digi Osmosis team. I gave them the trailer of Ki & Ka and they just had a few hours to convert it into an active engagement piece rather than a passive experience. They developed an app embedded in the trailer to make the viewer see herself/ himself as the characters in the story and respond. Simple. Innovative. And really on the ball.”
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.
