Ad Campaigns
Enormous’ new Dorset campaign redefines door lock solutions
Mumbai: Dorset – door hardware and digital locking solutions has recently launched a high-emotion film in the home security and lock category that predominantly features ads employing slapstick humour. The campaign aims to stand out from the sea of sameness by creating a strong emotional pull and reinforcing the brand’s promise to safeguard what is precious to consumers.
The film was conceptualised by Enormous and directed by Prakash Verma of Nirvana Films.
Ashish Khazanchi, Managing Partner & COO at Enormous, elaborated “The idea of security has gone beyond the idea of mere protection. The customer seeks beyond the rational from who they trust with their security. An idea of preservation of a way of life and of preservation of things that are important beyond just the prices tags that exist on them. What people value is not mere things but parts of their lives and memories, invested in those things. We wanted to bring it alive through a campaign built around this idea. Every home deserves a Dorset.”
Commenting on the campaign, Dorset Group joint Managing director Saurabh Bansal stated, I am thrilled to unveil a vision that transcends construction. At Dorset, we believe, each home holds stories and dreams, and every door symbolizes boundless possibilities. Our campaign echoes ‘every door deserves a Dorset,’ emphasizing our commitment to enhancing safety, security, and essence.
Commenting on the campaign, Dorset Group joint managing director Takshay Bansal stated, at Dorset, we’re committed to pushing boundaries, using cutting-edge technology and innovation to create superior products. Our engagement with customers goes beyond functionality; it’s about tapping into emotions. This emotional connection fuels our innovations, reflecting our belief that ‘every door deserves a Dorset.’ We’re not just providing doors; we’re delivering quality, reliability, and innovation that surpass expectations.
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.
