Ad Campaigns
Dr. Fixit urges people ‘Don’t be an Octopus’
MUMBAI: Dr. Fixit, from the house of Pidilite, has unveiled its new TVC campaign featuring Amitabh Bachchan, along with an interesting set of aquatic creatures. The TVC, created by Ogilvy, urges homeowners to avoid taking a shortcut, while constructing their new home and engage in “total waterproofing” with Dr. Fixit, to avoid future cost and damage to their homes. The TVC shall be aired during IPL season, also on key GEC, news channels and digital platforms.
Pidilite Industries chief marketing officer Vivek Sharma said, “Dr. Fixit is the market leader in the water-proofing segment and it continues to play the role of building the category for waterproofing. People constructing new homes may have the right intention of waterproofing but often make the mistake of leaving it to others or ignoring it or cutting corners. This campaign featuring humourous interplay between Mr Bachchan and aquatic creatures aims to nudge people in the right direction of seeking total waterproofing from Dr. Fixit. Humour works best in changing people’s attitude and even better with Mr Bachchan.”
Commenting on the campaign, Ogilvy chief creative officer worldwide and executive chairman India Piyush Pandey said, “Humans normally don’t change their behaviour when given lots of information but do so with an insightful and emotional nudge. In this series of interesting TVCs, Ogilvy and Corcoise team have done a fantastic job in providing the nudge through unique aquatic characters and humour. Mr Bachchan is at his best, as always. It definitely makes a person sit up, take notice and reconsider their thinking on water-proofing.”
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.
