Ad Campaigns
Laqshya Media Group unveils Santoor’s innovative multilingual outdoor campaign
Mumbai: Laqshya Media Group, a leading player in Out of Home (OOH) advertising, is delighted to unveil a dynamic and influential OOH campaign for Santoor, the flagship soap brand of Wipro Consumer Care and Lighting. This groundbreaking multilingual campaign showcases the charismatic presence of the magnificent Varun Dhawan in Hindi, Marathi, Oriya, and Gujarati-speaking markets, while the renowned superstar Mahesh Babu enthrals the audience in the Kannada market. The campaign aims to maximize sales by leveraging irresistible product offers and strategic pricing strategies, ensuring a powerful impact in each targeted region.
Strategically designed and meticulously executed, this ongoing 10-week campaign, encompassing all high-impact OOH sites, showcases the innovative prowess of Laqshya Media Group through their impactful 3D creative. The campaign has been intricately tailored to effectively engage Santoor’s target audience across multiple markets and languages. Spanning 100+ towns in Uttar Pradesh, Uttarakhand, Madhya Pradesh, Chhattisgarh, Maharashtra, Orissa, Gujarat, and Karnataka, the campaign strategically positions billboards, unipoles, and various other mediums at key touchpoints to ensure maximum visibility and impact.
“Outdoor is a key component in our media mix as it enables us to precisely target clusters of interest and deliver the intended message. In Laqshya, we found an ideal partner who executes campaigns fast and at scale and makes our executions more impactful. Their creative inputs are invaluable as they understand how to use the medium best. Our partnership with Laqshya is now a long-term one,” said Wipro Consumer Care and Lighting CMO & head of e-commerce business, Prasanna Rai.
Laqshya Solutions COO Amarjeet Hudda firmly stated, “At Laqshya Media Group, we are committed to establishing strong partnerships with brands that embody innovation and excellence. The collaboration with Wipro is a true honour for us, and we take great pride in delivering our dynamic and contextually relevant regional content to empower the brand Santoor. Leveraging our exceptional creative capabilities, we are executing a highly impactful multilingual campaign across eight states, amplifying Santoor’s unique selling proposition. With an extensive reach spanning 100+ towns and massive urban and semi-urban areas coverage, we strive to deliver exceptional results exceeding every campaign’s expectation.”
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.
