Ad Campaigns
Eveready launches latest TVC ‘Is Light Se Sabkuch Bright’
Mumbai: Eveready Industries India Limited (EIIL) has launched its latest TV campaign for its lighting division over five languages and key digital mediums. Targeting the picture-perfect obsession, this new campaign is a delightful take on our never ending search for the perfect lighting. The newly launched TVC showcases the luminosity of the digiLED collection and positions the brand as the category leader. Conceptualised and crafted by Rediffusion Dentsu Young and Rubicam for Eveready, Is Light Se Sabkuch Bright is inspired from present day situations, when every moment is an occasion for exhibitionism.
The TVC opens with a young modern-day couple all dressed up for an outing. The woman requests her partner to avoid posting their photograph on social media. What happens next only leaves them awe-struck; a string of visitors of various age groups walk-in uninvited for that flawless photo with the perfect lighting. The film celebrates the brightness of Eveready lights and cementing its position as the brand which creates the right ambience with the ideal lighting.
Speaking about the brand’s leadership Lighting & Electricals Sr. VP and business unit head Mohit Sharma stated “As a brand that is rooted in innovation, Eveready has been a consistent player across business units. The lighting segment too is no exception. We are constantly endeavouring to deliver products that are game changers in the market and our digiLED range is pegged to raise the bar. This product is performance oriented and known to brighten up homes. The new TVC will enable us to further growth and awareness for this category. We are certain that our new campaign will strengthen our leadership position while attracting new consumers for our brand.”
Lighting & Electricals Sr. manager-marketing and communications Prashant Shukla further added, “As a brand Eveready Lighting has earned consumer trust given its superior quality and performance. Our new TVC, ‘Is Light Se Sabkuch Bright’ integrates relevance, quality and innovation. The campaign is reflective of what our products actually are – bright and luminous. Its modern appeal and interesting take on the need for good light in a hyperactive social media age will surely strike the right chord and build recall. The TVC will appeal to all generations especially to the genZers and millennials. We are confident of strengthening the brand’s position in the market as well as our relationship with our TG through the campaign.”
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.
