Ad Campaigns
LivGuard launches ‘Smart and Strong, Chale Life Long’ campaign featuring Akshay Kumar
MUMBAI: Energy storage brand, LivGuard Energy Technologies, has introduced its current range of inverters and inverter batteries through a 360-degree campaign ‘Smart and Strong, Chale Life Long’, conceptualised by Famous Innovations and starring Akshay Kumar. LivGuard is planning to run the new TVC campaign across national channels, regional channels, in IPL and general elections.
Addressing the strategic importance of this campaign, LivGuard Energy Technologies Private Ltd CEO Gurpreet Singh Bhatia said, “We are extremely delighted to launch this campaign with our brand ambassador Akshay Kumar in an unseen avatar. The traditional prospect of inverters and inverter batteries has taken a new helm with our inverters and inverter batteries. The consumers will now witness the industry’s first SuperTUFF 3D Grid in batteries, which ensures longer battery life along with deep cycle design, which is ideal for geographies with long power cuts. With smart features of Artificial Intelligence battery charging in inverters, coupled with avant-garde qualities and aesthetic design of the product, we hope that this unmatched proposition will enhance the expectations of the consumers.”
Famous Innovations founder and CCO Raj Kamble remarked, “Our brief was to bring alive LivGuard's unique combination of smartness and toughness. We chose two iconic personalities that represent these qualities – Einstein and Bruce Lee – and portrayed the same in a visually interesting way. The concept also played on the brand's ambassador, Akshay Kumar's strength as he's a truly versatile performer and was ideal to pull off the same."
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.
