Ad Campaigns
Don’t cover-up imperfections: says Grey’s new campaign for Kamdhenu Paints
MUMBAI: Grey group India launched a new television commercial for the brand, Kamdhenu Paints. The campaign comes with the objective of showcasing Kamdhenu as a brand of paints that doesn’t just hide or mask imperfections, but is a concrete solution for them.
The campaign extends from an inherently Indian insight where most of us indulge in quick-fix cover ups rather than finding proper solutions. If there’s dirt on the floor, we often cover it with a rug. A mark on the wall is often hidden by a portrait. A stain on the couch is often accounted for by flipping the cushions. We’ve all at one point or the other indulged in something similar. Kamdhenu Paints offers customers to make an informed choice to beautify wall surfaces of their homes, offices and other premises through the attractive and wide range of color shades offered by them.
“In a category obsessed with swirls, mosaics and textures, the campaign re-purposes paints in the minds of the consumers. Paints are not just meant for beautification. They are equally responsible for rectifying and improving the condition of the wall they’re used on,” shared Varun group India ECD Varun Goswami.
The campaign line, ‘Chupao nahin sudharo’ propagates the message of finding solutions over a superficial cover-up. The campaign features a TVC, supported by press, radio and on-ground & digital activations.
“In a category where the top three brands have huge ad spends, it is very easy to get drowned by sticking to the category codes. For a challenger brand, it is very important to have a perspective that is differentiated and manages to make its mark with a very limited spend. Chupao Nahin, Sudharo retains why paints are primarily used and links to the larger social context.” added Samir Datar, Vice President and Office Head, GREY group India, Delhi.
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.
