Ad Campaigns
Havas Media wins gold at 8th India Digital Awards
MUMBAI: Havas Media has won gold for Philips Lighting’s Meet Hue campaign in the digital integrated campaign category at the 8th India digital awards by The Internet and Mobile Association of India (IAMAI) held on 18 January 2018.
Havas Media Group CEO – India & South Asia Anita Nayyar said, “Being recognised by an industry body such as IAMAI is not only a matter of pride for the agency and the client but also boosts the morale of the teams and young talents involved in every stage. It gives me immense pleasure to see our teams work together seamlessly through a client, consumer-centric approach and being empowered.”
The campaign’s objective was to introduce smart living via smart lighting. Meet Hue by Philips is a ‘smart’ lighting system for your home that gives you full control over every aspect of your lighting. A product that helps you creates just the right setting, mood or ambiance for every moment. With the Hue system one can set the lights to turn on when you arrive home and turn off when you leave. Or better yet, set it to switch on and off at specific times so that it looks like someone is home even when you are out, hopefully a deterrent for a would-be thief, as smart home stuff don’t come cheap. With the objective of driving awareness and education amongst a mostly banner-blind audience, a variety of media vehicles across domains were deployed leading to a 200 per cent increase in registrations for home demo.
Philips Lighting India CMO Rothin Bhattacharyya said, “It’s a great endorsement of our efforts towards creating awareness about nascent category like connected lighting. The campaign has significantly enhanced awareness and adoption of the product and is a testimony of the fantastic results that can be achieved with a close client-agency engagement.”
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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.
