Ad Campaigns
Lowe Lintas launches bold ‘Be Different’ campaign for Merino Laminates
Mumbai: Merino Laminates has launched a captivating 360° brand campaign, ‘Be Different’, to inspire homeowners to make bold style choices. Conceptualised by Lowe Lintas, the campaign features an intriguing film with actress Isha Talwar that challenges consumers to rethink traditional decor with Merino’s unique and aesthetically driven laminate designs.
“With ‘Be Different’, we are empowering customers to create spaces that are as unique as they are,” said Merino Group chief marketing officer, Parveen Gupta. “Our new brand proposition reflects our commitment to offering designs that let our customers make confident style statements.”
The campaign spotlights Merino’s Sampada Collection, a groundbreaking series of laminate designs inspired by Indian art and heritage, which sets new benchmarks in interior design. Sharing her thoughts, Lowe Lintas, president (creative), Vasudha Misra said, “As fine dining restaurants speak about produce that’s farm to table, here’s an advertising equivalent that’s as satisfying. Based on a simple myth, it led to an interesting visual device that still makes us smile, even after watching it a thousand times.”
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.
