Ad Campaigns
Max2 creates campaign to rediscover your cherished bonds
MUMBAI: Sony Max 2 wants to break the clutter with its latest TV campaign titled ‘Kuch filmon ka jadu kabhi kam nahi hota’ (some movies never lose their magic touch). DDB Mudra is the agency that has lent its talent to three-year-old baby from Sony Pictures Network India.
The TVC focuses on the captivating richness and quality of Hindi movies that never fail to add meaning to our lives. The channel’s objective through this campaign is to continue its brand differentiation and to create a bigger impact to reach out to more viewers.
Sony Max and Max2 senior VP marketing and communications Vaishali Sharma says, “We have grown a lot in the last three years but wanted to continue brand differentiation. Reaching out to more viewers was another goal.” This was achieved by creating a campaign with tremendous recall value so that viewers can emotionally connect and recollect.
Mudra was tasked with being creative and yet stick to the channel positioning. Sharma says that all previous campaigns have also stayed true to the brand essence of being an evergreen cinema channel. “We show cinema which is gratifying and will compel you to return. Max2 helps you relive special moments. The brief given to DDB Mudra was that there are some bonds you cherish in life and Max2 helps rediscover them,” she adds.
Within 3 months, the duo explored several stories and facets and finally hit the bull’s eye. The TVC will be promoted via the movie cluster and other channels like India TV, ABP News, Hindi channels, regional Marathi channels and Gujarati channels among others. Sharma claims that the channel has been a leader for 26 out of 30 weeks from this financial year.
Through the year, the channel conducts on-ground activities in different states in which it engages with families and help them express through their cinemas. This apart, Sony Max 2 is digitally active as well and has held two seasons of timeless digital awards.
The channel does a thorough analysis of an area before it considers investing there through marketing. “We look at the growth potential in a particular market and how we can increase our footprint. Depending on areas where we can expand our reach, we undertake marketing activities,” she says.
Campaigns and advertisements like these are the channel’s way to stay relevant in the minds of the public. This is why ads need to be memorable, distinct and relatable to viewers. Will Max2’s magic be as charming as its campaign claims its movies to be?
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.
