Ad Campaigns
Havells launches a new campaign ‘Shower That Saves Power’
Mumbai: Fast-Moving Electrical Goods (FMEG) player Havells India Ltd has released a new campaign for its latest range of water heaters that is powered by induction-based heat transfer technology. Conceptualised by Mullen Lintas Delhi, the campaign builds on the perceived impact that energy savings from Havells Magnatron could have.
The technology enables the Magnatron water heater to function without any heating element, which helps to heat water instantly resulting in considerable power saving, said the company in a statement.
“The idea was to make the Havells Magnatron stand for a cause and not sell a technology. It’s a high-end water heater with extremely superior technology but instead of nudging customers to buy a technology, we wanted them to believe in a purpose,” Mullen Lintas chief creative officer Azazul Haque said. “The purpose of saving electricity as the product because of its IHT Technology heats water really fast so that power saved in every shower might get used for the betterment of those who don’t have enough access to electricity.”
Using a simple yet heartwarming idea at its core, the ad showcases the positive impact a ‘shower that saves power’ could have, due to the benefits of the Induction heat transfer technology. The stories connect two different people in seemingly contrasting settings where the benefits of using the brand’s water heater by one person accrue to the other person. Thereby reinforcing the thought that a simple act of using Havells Magnatron for hot water can do so much more and light up someone’s dreams.
Talking about the campaign, Havells president of electrical consumer durables Ravindra Singh Negi said, “Magnatron is a technological innovation in the water heater category. The iHT Technology heats water super-fast and saves electricity further bolstering the Havells Water Heaters larger promise of – Shower That Saves Power.”
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.
