Ad Campaigns
Experience Commerce illuminates Diwali with new campaign for Wipro Lighting
Mumbai: As the radiant festival of Diwali approaches, Experience Commerce, a part of the Cheil Digital Network and the digital agency for Wipro Lighting, is delighted to unveil its latest Diwali campaign for the brand. This campaign features two captivating digital films within the framework of their ongoing #surprisinglyhuman campaign, crafted to highlight the innovative features of Wipro Lighting’s Smart Products.
This festive endeavour shines the spotlight on Wipro Lightings’ innovative Smart Products, showcasing the brand’s dedication to fusing technology with tradition in a heartwarming celebration of Diwali. Through the campaign, Wipro Lighting extends a warm invitation to embark on a journey where cutting-edge technology harmoniously intersects with age-old traditions, elevating everyday life with a touch of brilliance. At its core, Wipro Lighting demonstrates that its Smart Products are not just innovative and intelligent; they are designed with a deep understanding of human emotions. This reinforces the trust and resonance the brand enjoys in the Indian market.
Experience Commerce (EC) has orchestrated this comprehensive end-to-end production journey, from conceptualization to execution, making full use of its content production arm, EC Studios. These films have been released on prominent digital platforms, including YouTube, Facebook, and Instagram. Experience Commerce will also manage media amplification of these films across digital channels including OTT.
The heartwarming films capture Wipro Lighting’s commitment to seamlessly infusing innovation into the fabric of daily life and the spirit of Diwali celebrations. In the first film, a young boy astounds his father by effortlessly transforming an ordinary device into a smart one using the Smart Plug. In the second film, he dazzles his eccentric grandfather with the brilliance of Smart Bulbs, capable of painting your world with a palette of 16 million colours, setting the stage for remarkable decorations.
These films exude a light-hearted charm that perfectly encapsulates the essence of the Wipro Lighting brand – one that leverages technology to enhance celebrations and elevate the quality of daily life. It’s a celebration of smart products that are, indeed, surprisingly human.
“WIPRO consistently leads in innovation, combining intelligence with a touch of humanity to cater to evolving consumer preferences. Our latest Diwali campaign underscores the enduring core values of love and celebration within our human experience, even as technology advances. We commend Experience Commerce for their exceptional in-house capabilities and brand understanding, enabling us to swiftly produce engaging Diwali content that resonates with families during the pre-Diwali buildup.”, said Wipro Lighting marketing head Jayaganesan Kandan
“Wipro Smart Products – be it the Smart Plug or the Smart Bulb or even the Smart Doorbell, are designed to make your home smarter and your life easier. And these have been the products that have got the most enthusiastic response from our audience on digital over a couple of years. Hence, we felt it is vital to showcase how our audiences can practically use these smart products in their homes during the festive season and beyond. And that’s how these 2 slice-of-life films were conceived, with relatable characters and endearing moments. Thanks to the confidence Wipro Lighting had in our team and some incredible hardwork, we were able to turn these films around from paper to reality in just over a week.” said Experience Commerce ECD Virindersingh Villkhoo.
“Wipro has been an integral part of our journey for over 7 years, and they have truly become like family. Wipro ‘s 2023 Diwali campaign holds a special place in our hearts as it was exclusively created in our newest state-of-the-art production studio in Mumbai, showcasing our commitment to innovation and excellence. We’re thrilled that WIPRO has again entrusted us with this festive campaign, and the exceptional outcome of these films reflects our dedication to crafting engaging, cutting-edge content. We extend our heartfelt gratitude to Wipro Lighting for this incredible opportunity.” said EC Studios business head Meera Ghare.
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.
