Ad Campaigns
Nex unveils IoT and BLDC Ceiling Fans with its first digital campaign
Mumbai: Nex, the latest high-performance premium appliance brand launched by Bajaj Electricals Ltd, is poised to redefine the standards of home comfort with its new and innovative line up of fans. In the context of an expected heat wave in the coming months, the brand unveiled its high-end models of ceiling fans – the Dryft and Glyde series – though a digital campaign and it will command attention.
After conducting extensive R&D over several months, Nex understood that consumers need a higher air thrust under the fan to reimagine Indian summers. To solve this need-gap, they built a technology platform called Aeirology (TM) that optimises the interaction between a fan’s blade and motor components and this synergistic approach ensures an impactful Air Experience delivery with 20% higher air thrust compared to conventional fans. Their latest fans have been incorporated with this technology and it will surely enable consumers to elevate the summer experience. Bringing this entire new range product to life, the digital campaign went live across social media, digital media outlets and connected TV.
At its core, the film unveils Nex’s insight: consumers demand more than mere functionality in their appliances; they want an elevated air experience. Nex’s ceiling fans’ digital film transports viewers into a realm where every flick of the switch is experiential. Through subtle cues— like goosebumps on the protagonist’s hand, tendrils of hair in graceful dance—the film paints a vivid picture of summer’s embrace, made possible by Nex’s innovation. And in a moment of silent acknowledgment, as the protagonist gazes up at the fan, satisfaction and realization intertwine, promising an endless summer reimagined. This narrative captures Nex’s commitment to offering not just a product, but a journey into a sensorial experience, resonating deeply with the audience’s need for comfort and connection in their living spaces.
Bajaj Electricals Ltd. COO Ravindra Singh Negi commenting on the launch, “We are thrilled to introduce our latest innovation, the Nex range of high performance, smart ceiling fans. Through research, we have actioned what our consumers want, and have created a range that goes beyond expectations in style, function, and energy efficiency. A range that offers 20% higher air thrust, coupled with low noise operation, sleek designs, and customizable settings, it’s perfect for any modern home. Join us in reimaging summer, join us to feel the future with Nex!”
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.
