Ad Campaigns
Nexus Select Malls launches ‘Asli Happyness Wali Diwali’ campaign
Mumbai: Nexus Select Malls has launched ‘Asli Happyness Wali Diwali’ campaign, starring brand ambassador Ayushmann Khurrana, that celebrates the joy of in-person Diwali experiences. It encourages customers to skip home deliveries and enjoy the full festive spirit at the mall.
The campaign features two festive DVCs starring Ayushmann Khurrana, capturing relatable and humorous moments of Diwali shopping and dining at the mall. In one film, Ayushmann collects Chhole Bhature after a day of shopping, emphasising the joy of enjoying fresh festive meals together. On the other, he cutely reacts with admiration as his partner tries on multiple Diwali outfits. Both films highlight the unique, enjoyable experiences that customers can find at Nexus Select Malls during the festive season.
“Our ‘Asli Happyness Wali Diwali’ campaign with Ayushmann Khurrana is designed to bring alive the unmatched joy of celebrating Diwali at our malls with loved ones by exploring the vibrant shopping and dining options, and creating lasting memories. Through reliving these fun and relatable stories, we hope to connect with our customers and encourage them to make Nexus Select Malls their go-to festive shopping destination.” said Nexus Select Malls CMO Nishank Joshi.
Khurrana said, “Diwali is all about celebrating happiness with your loved ones and with Nexus Select Malls’ ‘Asli Happyness Wali Diwali’ – you can enjoy the best of this festive season. From lip-smacking meals to shopping for your festive needs, Nexus Malls has got it all to make it the perfect family time this Diwali. For me, Diwali is all about family – so I hope you have a great time shopping with your family at Nexus Malls during their ‘Asli Happyness Wali Diwali’ campaign, just like I had shooting this!”
Conceptualised by Ogilvy, the campaign leverages Ayushmann’s charm and humor to convey the joy of celebrating Diwali at Nexus Select Malls.
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.
