Ad Campaigns
‘HomeProtect Policy’- Reliance’s new TVC
While the night sleeps in murky shadows and an old couple remains wrapped 
under the warming quilt, suddenly the mature clock, standing alert on the bedside table, screeches out loud to say… its 1am.
The old gentleman wakes up, fills a glass with water, walks across the bedroom into his gloomy balcony and pours the liquid down the parapet. He then walks back to his warmed up bed and slips into his deep dark slumber once again.
Two hours later, the clock screams yet again. Its three o’clock now. The grayed gentleman steps down his bed, carries the same glass brimming with water to the balcony and drains it down the parapet one more time. This is followed by his sleepy walk back to his “gentle waiting” bed.
Well, the story doesn’t close here.
Two hours later, the timepiece shrieks yet one more time…only to hint at the “dawning” morn. It’s five. Mr. Grandpa sits upright on his “waking” bed, fills up his glass with water yet again and repeats his actions religiously.
Hey!!! What’s wrong with this gentleman? Why does he keep waking up all the time to empty his water-filled-glass down the parapet?
Do any of you know the reason? No!! Well then, let Ad Pick unfurl the suspense to you…. This aged gentleman actually keeps pouring water onto the watchman down below. Why!!! Because the “nuisance” keeps dozing off at an interval of every two hours. After all, this primitive chap has to save his “only home” from all the “evil souls” that keep hovering around his sole abode!!!
Review: This ad, coming from the house of Rediffusion, is definitely an immediate hit…and why would it not be!!! After all, it catches upon the human “touch-cord” just right. All through the ad, nowhere will you hear a single jingle or voiceover struggling to state the obvious facts; there are no declarations given. There is only one single thought revealed… a thought that breaks into silent whisperings…a thought that blows into the viewer’s eye to say… “Don’t be afraid. Reliance is here to protect your home from all evils. Reliance is here to provide you with the best watchman you could have ever found…Reliance’s HomeProtect policy.”
The TVC is stupendously well-crafted and is definitely a visual retreat. Many times we have heard people say, “Action speaks louder than words.” This ad truly stands firm to re-endorse the statement.
Hence, this TVC is indisputably a true treat to all viewers. Hats off to all!!!
Agency: Rediffusion
Running time: 60 seconds
ITV rating: * * * * *
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.
