Ad Campaigns
HIL launches first ever TVC with Chennai Super Kings
MUMBAI: Building material company, HIL Ltd, has launched its first-ever television commercial.
This campaign introduces the new positioning for HIL, ‘Together, we Build’ which highlights the presence of the company in various building materials with its brands Birla Aerocon and Charminar with products for roofing, pipes and fittings, smartputty, panel and blocks.
The TVC features Chennai Super Kings (CSK) marquee player MS Dhoni, with Ravindra Jadeja and Murli Vijay and aims to strengthen HIL’s commitment towards building a dream nation with innovative products. The TVC has a very catchy jingle which was especially conceptualised by the leading musician Swanand Kirkire and is sung by Raghuveer Yaday.
Conceptualised by Ogilvy & Mather, the TVC opens with Dhoni, hitting a six in his signature style that travels across the length and breadth of the country showcasing the diverse products offered by the company for all building requirements of modern construction including high-rises, residential apartments, malls, cafes, huts, animal shelters, and many other industrial applications. Backed by a great background score, lyrics and vocals, the TVC aims to capture the incredible and colourful spirit of India.
HIL limited MD and CEO Dhirup Roy Choudhary says, “Over the last seven decades, HIL’s brands have been a partner in the development of India. Our new campaign resonates well with our strategy to build a stronger India by modernising and streamlining our products and solutions to address the changing consumer needs. We are confident that the new campaign will bring in a new wave of awareness for HIL and provide a fresh take to evolve the market.”
“HIL and its brands have been a household name in the country over decades. It’s an honour for us to partner the team in harnessing the consolidated power of HIL and its portfolio to help build a new India,” adds Ogilvy South president N Ramamoorthi.
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.
