Ad Campaigns
Everest Brand Solutions’ campaign for Taarak Mehta ka Ooltah Chasmah
MUMBAI: SAB TV’s most popular show ‘Taarak Mehta ka Ooltah Chashmah’ has been the longest running comedy show in the country. It has also been recognised by the LIMCA Book of World Records for its achievement as the longest running comedy shows (8 + years) and the show has now crossed 2,000 episodes.
To celebrate this remarkable accomplishment, SAB TV has launched its latest campaign titled ‘Ooltah Chashmah Pehnoge, Toh Seedha Dikhega’. The campaign has been conceptualised by Everest Brand Solutions and created by Rediffusion depicts that a little change in perspective makes even a setback look encouraging and brings people together. Rahul Jauhri is the chief creative officer for the campaign, with Samir Chonkar contributing as creative head and Ashish P Verma as creative head. Art direction is by Rajaram Kavatkar (CD), Mayura Ajgaonkar, Bankesh Gohil.
The campaign is celebratory, philosophical and intrinsic to core tonality of the show. The thought has been extended into Print, TV, Radio, Outdoor and Digital.
Sony SAB sr EVP and business head Anooj Kapoor said, ““It is a feeling of pride for us to have one of the longest running comedy shows on our channel. It has been a great journey for us, Taarak Mehta Ka Ooltah Chashmah completing 2000 episodes and still going strong only proves and strengthens our brand conviction of ‘Asli Mazaa Sab Ke Saath Aata Hain’. We would like to thank the viewers for their constant love and support.”
Sony SAB senior VP & head marketing Chandramohan Mehra, , said,“The TMKOC brand rejuvenation campaign is also about reinforcing the mother brand SAB’s core values of positivity, simplicity, light-heartedness and togetherness. The distinctiveness of SAB brand is its ultimate competitive advantage and the milestone lends a perfect opportunity to reinforce it.”
Rediffusion Y&R Dhunji S Wadia- Group President said, “Tarak Mehta KaOoltahChashmah is an Iconic show for Indian Television. And when it’s the 2000th episode celebrations then the creative work has to be up to its reputation and humour. That made the task challenging yet simple – Ooltah Chashmah Pehnoge Toh Seedhaa Dikhega’ – need to see the ‘Oolta Chashmah’ way to get the real joy of life.”
Rediffusion Y&R CCO Rahul Jauhari added “How often will you find a show that continues to find relevance and strike a chord with viewers even after 8 years and 2000 episodes? That’s the magic of TMKOC and that’s also the magic of SAB TV. The campaign was based on a simple idea that pretty much is at the heart of TMKOC. A different perspective changes everything.”
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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.
