Ad Campaigns
Lionsgate Play launches Valentine’s Day campaign, #DateAMovie
MUMBAI: This Valentine’s month everyone will have a larger than life date who will woo them with cinematic magic. Riding on Valentine’s fever, Lionsgate Play has launched a quirky tongue-in-cheek campaign #DateAMovie to take a humorous dip on the season of love.Conceptualised by creative agency, Havas Creative, #DateAMovie is a quirkycampaignthat will witnessfun innuendos, “Turning on a movie is easy”, “You can always switch movies in between” etc across varied media platforms in Mumbai and Delhi.
The holistic campaign will encompass engagement across digital, outdoor and radio. The activation will entail outdoor hoardings, human standees at key locations and influencer and media outreach. The highlight of the campaign is the interesting consumer contest that encourages people to #DateAMovie and share their reasons for the same. The contest will be amplified across social pages (Instagram, Facebook and Twitter) of Lionsgate Play India. Best entries will be gratified with exciting prizes. Through this campaign, Lionsgate encourages viewers to date a movie, fall in love with the characters, obsess over its tiniest details, get attracted to its unpredictable plot and remain infatuated with its storyline.
Commenting on the launch, Mr. Rohit Jain, Managing Director Lionsgate South Asia said, “Our latest campaign, #DateAMovie, uses bold headlines to ignite conversations and showcases Lionsgate Play as the best partner one can have on Valentine’s Day. It is one of the most compelling campaign after our #WhereElse campaign and we are anticipating positive response from our audience.”
Further he added, “Lionsgate Play has the most sought-after collection of films across genres. The Valentine’s Day line-up includes some of the best romantic movies like La La Land, Letters to Juliet etc. along with a marvellous collection of action, comedy, and thriller flicks that the audience can binge watch this season. With this campaign, we have a perfect set up for the most loved day in the calendar.”
Adding to the launch of the campaign Bobby Pawar, Chairman & Chief Creative Officer at Havas Group said “Most valentine’s day campaigns talk about romantic love. For Lionsgate Play, we decided to explore our love for the movies in a manner that would resonate with today’s youth.”
Cinephiles can watch critically and commercially acclaimed films like La La Land, Juno, How to be a Latin lover and many more exclusively available on partner platforms of Lionsgate Play – Airtel Xstream, Vodafone Play and Idea Movies & TV.
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.
