Ad Campaigns
Nippo recalibrates itself for the new age with its campaign ‘For the New You’
Mumbai: Indo National Ltd., a household name in batteries with its iconic brand Nippo, for over five decades is undergoing a momentous transformation to keep in step with the values and demands of a younger and a more ambitious generation of Indians. As a part of this thought process, the company has decided to expand across multiple consumer touchpoints through a range of allied categories.
With the launch of Nippo Thor Digi Alkaline AA and AAA batteries, Nippo also signals its unambiguous intent to play at the upper end of the alkaline battery market, so far cornered by just one player. Also, with LEDs, new age torches, mosquito swatters, electrical accessories and more, the company that has been identified with batteries all along, is finally hoping to break out of its one-product image once and for all.
Having unveiled its new logo just a couple of months ago in a high-decibel launch event in Chennai, the company is now ready with a multi-media brand campaign conceptualised by Underdog. ‘For the new you’ is a 360 degree campaign which urges consumers to see life from a whole new perspective and assures them that the legacy brand is evolving for and with them. It reflects the values of a new era, one in which the country’s median age is barely 28.
Indo National Ltd. COO Muthar Basha who is spearheading this transformation is upbeat about the campaign, “With the new campaign ‘For the New You’, I am confident about having a fresh proposition that will be around for some time to come. Our brief to the agency was to create a fresh feel for the brand that breaks free from typical category clichés and delivers a proposition that can genuinely signify a societal shift about the changing times. While Nippo is a strong No.2 pan-India player, it was important for us to underline the brand’s heritage and connect with our consumers across India. The campaign which has just been released nicely captures this sentiment.”
Indo National Ltd. marketing VP BLN Prasad, is equally excited with the challenge of revamping the brand,“When it comes to batteries and electrical products, Nippo has a rich legacy spanning half a century. Most homes in the country regard Nippo as their go-to brand for value-for-money batteries. While our other products, such as LED lights, torches, and mosquito swatters also enjoy the confidence of our consumers, we believed it was time to reintroduce the brand in a new light to reinforce an inclusive and a more accepting worldview, one which the company genuinely stands for.”
Underdog, the agency behind the creative communication strategy, has reflected the brand’s new message in its all-round package, which includes two TVCs, outdoor, tactical print and digital.
Underdog co-founder & COO Vikram Gaikwad, is delighted with the agency’s new campaign. He says, “For us, this was a rare opportunity to transform a heritage brand’s look and feel into something fresh, youthful, and vibrant. Nippo’s new, contemporary vibe has been extended throughout its packaging and media vehicles and we hope it will resonate with its core consumers while also attracting new ones.”
Underdog COO & co-founder Vistasp Hodiwala said, “To reposition an iconic brand like Nippo is not just a challenge but also a responsibility. This campaign walks the fine line between old age values and new age aspirations. We have an evocative brand film that captures the sentiment of these new values across markets and another film tailored specifically for the Telugu, Tamil and Hindi viewers. What works for these films is the way the everydayness of the situations are altered by a touch that is uniquely 2023.”
The TVCs have been handled by Surbhi Bafna of TSF Films and directed by Amit Satyaveer Singh. The campaign will see a phased release very soon.
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.
