Ad Campaigns
Inshorts attempts to create awareness about app through first TVC
NEW DELHI: Inshorts, the news app which attempts to give news briefly, has for the first time launched a video commercial to boost awareness about its short form content value proposition.
The brand campaign on YouTube has been executed by Cheil India and the ad targets urban news consumers in the age group of 18 to 35 who value brevity and time.
Carrying the tagline – ‘Short mein jaano’, the campaign captures real life situations where the protagonists get frustrated from people around them who waste time in beating around the bush instead of communicating to the point.
The video commercial revolves around a bomb squad commando stuck in a situation of urgency, awaiting instructions from his senior, to take necessary action. It is only after a series of unimportant information that the commando is guided about the course of action he was looking for all along.
Inshorts, through its 60-word shorts, provides users a unique content discovery experience that allows them to read a lot of news items in short, in very little time. With just a few swipes, at a time and place of their convenience, consumers can keep abreast with all the important news of the day.
Inshorts CEO and co-founder Azhar Iqubal said, “Being an internet company, we are launching our campaign online first and intend to go all out with ATL and BTL campaigns later. Through this TVC, we hope to highlight the Inshorts value proposition of keeping its users updated with simple, factual and to-the-point content which can be consumed in minimum time.”
The commercial has been directed by Gajraj Rao, produced by Code Red Films and conceptualized by Cheil India. The four-week long campaign will go live on digital and social platforms like Google, YouTube, Facebook, Instagram, etc.
Cheil India executive creative director Aneesh Jaisinghani said: “When you have a great product like the Inshorts app, a veteran director like Gajaraj Rao, super talented actors like Rajesh Sharma, Nikhil Ratnaparkhi and Sumit Gulati, a few things are guaranteed, a ball of a shoot and a couple of awesome TV commercials. Hope the viewers enjoy watching them as much as we enjoyed making them”
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.
