Ad Campaigns
Harpic wishes users “Naya Bathroom Mubarak Ho”
MUMBAI: Harpic, the leader in the Lavcare category, has launched the all-new Harpic Bathroom Cleaner 10x – with 10 times more power. The new campaign “Naya Bathroom Mubarak Ho”, promises a new bathroom in a bottle to consumers, giving them the joy of a new bathroom forever.
The campaign featuring Harpic’s brand ambassador Akshay Kumar is highlighting the importance of using a specialist cleaner to get rid of tough stains, which when cleaned with ordinary detergents tend to accumulate over years, making the bathroom looking old and worn out. As part of the new mega 360 campaign across TV, print, digital, point of sales; Kumar will be re-enforcing this message and encouraging women to try the new Harpic Bathroom Cleaner that cleans 10 times more effectively than detergent and gives you the joy of a perfectly sparkling bathroom, looking like new.
On the announcement South Asia RB Hygiene Home CMO, marketing director Sukhleen Aneja said, “The Harpic bathroom franchise has unarguably been one of the most successful launches in the household cleaning space. We are very happy to share the news of a mega re-stage on the franchise via our new campaign ‘Naya Bathroom Mubarak ho’. Our objective is to establish relevance with our consumers through a provocative campaign that challenges their current belief and drive habit change from detergents to a specialist bathroom cleaner. As a leader in lavcare, we launched the new and improved Harpic Bathroom Cleaner today that is 10 times more powerful than a detergent. Through our “Naya Bathroom Mubarak Ho” campaign, we are hoping to make people realise how simple and easy stain removal is for our entire bathroom, giving them the joy of a new bathroom forever.”
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.
