Ad Campaigns
Godrej Appliances eases your need for fresh veggies
MUMBAI: Godrej Appliances has launched the Godrej Edge Duo Refrigerators, a first-of-its-kind single door refrigerator with a separate drawer for vegetables, in the Indian market.
Surveys revealed that Indian consumers open a refrigerator at least 10 times a day, of which the vegetable section alone is accessed up to 40 per cent of the time, leading to significant cooling loss which impacts food preservation, and leads to higher energy consumption.
To introduce this product, the company released a film conceptualised by Creativeland Asia and directed by Prashant Issar from Tubelight films, which takes the promise of ‘Soch Ke Banaya Hai’ further.
Since the refrigerator is at the heart of every kitchen, the film is set up in a household kitchen. In India, it doesn’t matter if you are vegetarian or non-vegetarian, each family consumes vegetables almost daily. The film begins with a concerned grandmother played by Ratna Pathak Shah, who is seen complaining to her daughter-in-law because when she opens the refrigerator door, she finds no vegetables. The grandson responds by opening the separate veggie drawer, filled with fresh vegetables. He tells his grandmother that now with the new Edge Duo Refrigerator, they keep the vegetables separately — this leaves the grandmother speechless.
Godrej Appliances marketing head Swati Rathi says, “As an organisation, Godrej has always endeavoured to push the envelope. We are constantly innovating and evolving with the single aim of delighting our stakeholders with cutting-edge products and services. The new commercial brings alive the core USP of the new refrigerator.”
Commenting on the film, Creativeland Asia chief creative officer Anu Joseph adds, “Here was another thoughtfully made appliance from Godrej. A refrigerator with a separate vegetable drawer – a much needed innovation that no one else thought of. We just wrote a really nice, short and insightful story around the innovation and cast the right people.”
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.
