Ad Campaigns
Magicbricks shifts gears ahead of festive season with campaign ‘Pata Badlo’
MUMBAI: Magicbricks has launched its new brand campaign ‘Pata Badlo’ featuring popular Bollywood actors Ayushmann Khurrana and Kriti Sanon.
Magicbricks’ ‘Pata Badlo’ campaign is all set to inspire and resonate with millions of property seekers, who are looking for a change in address through buy, sell or rent. The 360-degree brand campaign will run across TV, print, outdoor, digital, social and radio and will feature national award winner Khurrana, and Sanon in multiple TVCs and several online videos.
Conceptualised by RK Swamy BBDO, ‘Pata Badlo’ reminds home buyers that an address reflects growing ambition, progress and achievements. The campaign also signifies that a change of address comes with a promise of a better future and hence the tagline ‘pata badalta hain toh bahut kuch badalta hain.’
Speaking on the strategic thought behind ‘Pata Badlo’ campaign, Magicbricks marketing head Prasun Kumar said, “Magicbricks as a brand has always been a friendly expert advisor to property seekers. We have always believed that property seeking is an emotional journey and hence as a brand our storytelling has always focussed on the emotive pay out to consumers through warm stories. Our narratives therefore have always stood out as the category narrative has largely been transactional. Our new campaign ‘Pata Badalta hai to bahut kuch badalta hai’ has a strong consumer insight at the center and coupled with brilliant execution, it will hopefully be liked by all segments of property seekers. ‘Pata Badlo’ is also an assurance that this is the right time for end-users to come back to the market. It is extremely delightful to see the wonderful on-screen chemistry between Ayushmann and Kriti and how they have brought to life the wonderful stories around Pata Badlo.”
Commenting on the campaign, RK Swamy BBDO partner and executive creative director Ankur Suman said, “For any online business, the real challenge is to cut through the clutter and make an indomitable top of mind presence in the consumer’s mind. When it comes to online real estate, the job is even tougher! So as a category leader, the onus was on Magicbricks to explore new dimensions and perspectives through its communication. National Award-winning actor Ayushmann Khurrana, and a houseful of talent, Kriti Sanon have added a lot of life to the campaign with their power-packed performances and lively presence.”
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.
