Ad Campaigns
magicpin goes on the front foot with #SavingsBachhonKaKhelNahi
Mumbai: Savings app Magicpin has come up with a new commercial on the merits of choosing your neighbourhood retail store over online channels for a better shopping experience and better savings.
The new TV commercial created by Songfest India provokes viewers by highlighting aspects of online shopping vs the going out and shopping experience. From the right fit to instant delivery, to making great savings, the offline experience is second to none.
The TVC features the inimitable Vijay Raaz as the common man who talks straight, and brings to life the smart Indian who is sick of empty promises, tall claims, millions of paper points and online deliveries that don’t fit. He wonders about the need to go through this trauma when a quick walk to the nearest shop will solve this dilemma in a jiffy.
magicpin head of content Karanjeet Kaur said, “How many times can you poke a finger in the eye of giants and get away with it? That’s the question we set out to answer with our latest TVC-led campaign. After the viral success of our ‘The Bread ad’, we knew we had to level up. So we adopted the route of provocation once again, but focused squarely on the joy of stepping out and shopping at local brand stores. And Vijay Raaz – with his image as an everyman with a bullshit-free approach to life – was the perfect choice to deliver the message… again.”
The TV campaign has already registered responses from over 54 lakh views spread across YouTube, Twitter,Instagram Post, LinkedIn and Instagram Reel, said the brand.
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.
