Ad Campaigns
GreatWhite Electricals launches its latest campaign #ShockinglyBright, partners with TheSmallBigIdea
Mumbai: GreatWhite Electricals, a leading Indian home electricals brand, launched its latest campaign #ShockinglyBright, featuring its groundbreaking product line of LumaPro LED range. As a part of this new launch, GreatWhite Electricals unveiled an ad film, across television, digital and social media platforms in eight languages. The brand film released as part of the #ShockinglyBright campaign is one of three ad films conceptualized and crafted by TheSmallBigIdea for GreatWhite Electricals’ exceptionally bright LumaPro LED range.
With ‘Lighting up the world, in a shocking manner’, as its core messaging, the ad film, featuring Varun Sharma, traces the journey of the LumaPro LED range of products, from discovery to end use case. The brand film created by TheSmallBigIdea redefines innovation, ensuring that even on mute, the film effectively conveys the essence of top-notch lighting solutions, making them a compelling choice for consumers. Setting the tone of the ad film is an old-school comedy vibe with retro music and different cinematic styles.
Speaking about the brand’s leadership, GreatWhite Global Pvt. Ltd. MD Hemang Shah said, “At GreatWhite, we envision a safer and a brighter future for homes nationwide. The introduction of our cutting-edge LumaPro Shockingly Bright LED range is a testament to our dedication to brilliance, both in design and functionality. We believe in providing innovative and reliable electrical solutions; it is about empowering homes with quality products consumers deserve, at economical pricing with a brilliant output in terms of delivering high lumens per watt. The brand films beautifully communicate the core features of this LED range. With the launch of our campaign #ShockinglyBright, we aim to illuminate not just spaces, but minds too, fostering a culture where brightness is not just a luxury but a necessity.”
GreatWhite Global Pvt. Ltd. General Manager – Marketing & Brand Communications Shhailja Chopra further added, “Our campaign #ShockinglyBright revolutionizes our customer’s lighting experience with exceptional and superior quality LED lighting solutions. The campaign is reflective of our idea of Varun being the perfect fit for the #ShockinglyBright Range, since he is superb in terms of expression and has a strong audience pull. Our collaboration with TheSmallBigIdea was a fruitful experience. These extremely passionate bunch of people with a great sense of creativity knew exactly what we expected and delivered results par excellence. This campaign will definitely strike the right chord and build recall for a longer run.”
Commenting on creating the brand films, TheSmallBigIdea COO & co-founder Manish Solanki said, “At TheSmallBigIdea, we take immense pride in creating impactful narratives that resonate with audiences. We are delighted to have partnered with GreatWhite Electricals in their mission to ‘Lighting up the world, in a shocking manner’. When tasked with creating the ad films for GreatWhite’s LumaPro LED Range, with the messaging #ShockinglyBright, it was imminent for us to make the consumers feel the same emotion and who better than Varun Sharma. We had an incredible experience working with Varun Sharma, his humour and charm has added a comic essence that truly justifies the ad films.”
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.
