Ad Campaigns
Galaxy A Series rolls out a new campaign with Shanaya Kapoor
Mumbai: Samsung has rolled out a new 360-degree campaign for the Galaxy A Series. The “#AmpYourAwesome” campaign features youth influencers Shanaya Kapoor and Prit Kamani.
The campaign is designed by Cheil India. They understand that Samsung’s gen Z consumers are evolved and look for a lot more than just megapixels to get a good capture and shoot that exciting content for their social handles.
They realised that their young consumers understood image stabilisation as a concept but didn’t understand the technology behind it. Hence, they made the new release a solid combo of comprehensibility, relatability, and thrill.
Speaking about this newly launched campaign, Samsung India general manager mobile business Akshay Rao said, “Young consumers today are more evolved, and seek features in the smartphone camera that go beyond megapixels. The image stabilisation innovation in the Galaxy A series allows one to capture precious moments of life flawlessly, without having to worry about ensuring shake-free shots.”
Making our audience understand the OIS tech plus building a situation that’s relatable. Where these two met was in the latest Galaxy A Series film, set at a wedding. It tells the story of how Prit Kamani uses the A Series camera to capture the unique bridal entry and energy of Shanaya Kapoor.
Talking about the ad, Cheil India CCO Vikash Chemjong said, “We had a feature in our A Series smartphone that most others didn’t—a camera lens that would move physically to offset the shake of the hand/body. The challenge was, how do we demonstrate this feature in a distinct manner? And the solution—presenting a guy on a dhol shooting the entry of a cool gen-z bride! No matter what the shake when he was shooting, the video was absolutely stable. While the bride might have been sceptical about the output, we were sure about it from day one!”
Adding to it, Cheil India country head Ummed Singh Kajla said, “Our end game was to create business impact with an integrated campaign which spotlights the singular product benefit of optical image stabilisation, which is a unique feature in this category. The integrated campaign leveraged ATL, digital, media innovations (digital & OOH), influencers, social, retail and activation. We also roped in twenty five million Samsung member’s community to further amplify 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.
