Ad Campaigns
Milestone Dentsu charges up new Panasonic TVC
MUMBAI: After a long hiatus from TV screens, Panasonic has returned with a commercial for alkaline batteries. Developed by Dentsu Aegis Network’s Milestone Dentsu, the creative partner of Panasonic India, it highlights Panasonic batteries’ superior power over normal zinc ones. It stars Olympic silver medalist badminton player PV Sindhu, the brand ambassador.
Panasonic India head of brand and marketing communications Sarthak Seth says, “Batteries have always been our strength and one of the faster selling brands under the Panasonic umbrella. The latest range of alkaline batteries holds great potential in changing the life of the modern consumer. Since it’s all about energy, we couldn’t think of anyone better than PV Sindhu to communicate the brand promise. Our new campaign has got a futuristic touch to it and effectively communicates the essence of the product in an energetic, yet lucid way.”
The TVC opens with PV Sindhu getting equipped with a robotic arm powered by normal zinc-carbon battery. In the next scene, we see her playing against an android robot that holds the power of 15 batteries. A power-packed game follows, that is interrupted by Sindhu falling down on the court, and the drained batteries popping out of her arm.
The second sequence shows her coach tossing a pair of Panasonic alkaline batteries towards a wasted Sindhu. She puts the batteries in her arm’s socket to recharge herself. A quick animation of the battery technology appears on screen, followed by another round of badminton power play. The film ends with Sindhu hitting a winning smash to make the shuttlecock fly and hit the robot, releasing the power of 15 zinc batteries, and it drops down dead.
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.
