Ad Campaigns
HP urges people to use original ink in new campaign
MUMBAI: Information technology company HP (Hewlett-Packard) has launched a digital film Chikloo, as a part of the on-going initiative to promote its original ink and cartridges.
The film seeks to highlight HP’s core value proposition as a technology enabler for consumers, entrusting them to belong, innovate, and grow.
Conceptualised by BBDO, the film is targeted towards young kids and parents and aims at establishing that a print out is not merely a print , but is a reflection of your personal pride. It features award winning Indian actor, Arshad Warsi and his wife, an acclaimed TV personality, Maria Goretti. This is the first time this celebrity due is working together in any marketing campaign.
HP India Country marketing director Neelima Burra says, “Addressing customers through our innovative technology has been our core philosophy. Our latest campaign is one such endeavour focused on personalisation and making the brand more relevant for the consumers thereby building a strong brand affinity .”
With the central theme of ‘Impression jamao, sirf kaam mat chalao’, the film narrates the story of Chikloo’s failed birthday party and how Original HP Ink saves the day leading to happiness and a memorable birthday party for the parents and the kids.
The film is being aired across leading cineplexes, Direct To Home (DTH) platforms along with amplification on various social and digital mediums.
HP has always been a front runner when it comes to environment and so the cartridges have been designed keeping the planet in mind for easy recycling and less waste.
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.
