Ad Campaigns
Kingfisher celebrates “#NoFilterFriendships” in its latest Campaign
Mumbai: Kingfisher launched their latest campaign, “#NoFilterFriendships”. The campaign aims to celebrate genuine and unscripted conversations among friends. The campaign, titled “#NoFilterFriendships” focuses on a simple yet profound message: “Open up and have an unfiltered conversation with your friends”.
Conceptualised and created by Ogilvy India, the advertisement focuses on relatable scenarios and everyday friendships, encouraging individuals to shed pretences and be themselves when connecting with friends.
In today’s world, it’s hard for Gen Zs to have real, unfiltered conversations. Social media and digital communication have created a culture of curated personas and edited conversations. This can make it difficult to find genuine friends and connections. This campaign offers a refreshing change by inviting Gen Z to be themselves and have honest, unfiltered conversations. It’s a call to action to come together, open up and forge meaningful connections that transcend the superficiality of social media.
Commenting on the launch of the campaign, Vikram Bahl, Chief Marketing Officer, United Breweries Limited, said, “Kingfisher has always been a progressive brand, and through this Pan India campaign we aim to echo the tension in the lives of Gen Z audiences, who hesitate to open up freely, fearing judgements from others. This campaign is a celebration of opening up and having judgement-free conversations.”
Ogilvy India Kainaz Karmakar chief creative officer Harshad Rajadhyaksha said, “For an iconic brand like Kingfisher which enjoys such widespread popularity, the emotion and sentiment of its core audience – Gen Z, needed to be expressed in an entertaining yet meaningful way in the new campaign. Even in today’s world where ‘sharing’ is an accepted way of life for this audience, there are still nuances about their lives they hesitate to express. #NoFilterFriendships was borne from this tension. Among the many stories that we thought of, the one we chose to debut this thought in, carries a little more social currency amongst our Gen Z audience. The story is executed with a light touch and uses all the loved brand elements like the oolalala jingle”.
The campaign will make its presence felt across diverse platforms, spanning TV, OTT, social media, influencers, and on-ground activations to champion the central message and maximize its impact.
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.
