Ad Campaigns
IdeateLabs creates the Gallery of Unconditional Comfort for Nilkamal on National Pet Day
Mumbai: How does India’s favourite furniture brand have a point of view on furniture damage? That too damage in its cutest form? IdeateLabs, one of India’s leading digital solutions providers, have the answer.
The brand — Nilkamal Furniture. The occasion — National Pet Day. The idea – #TheGalleryOfUnconditionalComfort.
Stemming from the observation of pet parents, the campaign celebrates every cat & dog’s scratchy & toothy relationship with indoor furniture. At the heart of the idea is the fact that no matter how much damage our furry little friends do to our furniture, we ultimately accept it with a wry smile and a shake of the head.
But what if, it were showcased as a piece of art!
Created as a UGC activation, the campaign was announced through a series of digital assets such as behind-the-scenes footage of these cute fur babies creating their furniture art. Nilkamal is inviting audience to share photos of their pet(s) and the furniture they have used as a canvas, using Instagram’s trending Add Yours feature. On National Pet Day, all the entries will be converted to a digital film to reveal #TheGalleryOfUnconditionalComfort, filled with endless meows & bow wows.
Commenting on the campaign, IdeateLabs chief creative officer Raman R.S. Minhas said, “The moment the team came up with this idea, we knew we had to do it. The beauty of the idea is that it’s so real. Having been a pet parent myself, the initial disappointment of getting your table or sofa scratched soon turns into a smile, and eventually a memory to treasure. That emotion is what we are capturing and celebrating in the #TheGalleryofUnconditionalComfort!”
As they say, you can’t spell furniture without fur. Share away and make your furry friend a part of The Gallery of Unconditional Comfort.
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.
