Ad Campaigns
No-nonsense Signify walks the talk in new IPL campaign
NEW DELHI: Signify has rolled out a new TV campaign for this year's Indian Premier League (IPL), aimed at promoting its recently launched EcoLink range of fans and lights.
Instead of emphasising performance over-exaggerated product claims and marketing noise, Signify is trying to win over the audience by highlighting the durability and high performance of the EcoLink product range with this ad campaign. The humorous yet honest campaign has been developed by Publicis Communications and targets consumers looking for no-nonsense and high-performance products.
The new campaign includes four films; three featuring the fans range and one featuring the LED lights. The campaign will be also supported by a 360-degree integrated communication strategy including digital media and on-ground activation.
The EcoLink fans films depict the story of a young man who switches on the EcoLink fan expecting a level of relaxation that will help him sail through tough life situations such as a job interview, winning a lottery or propositioning a woman for marriage. This scene cuts back to reality where the narrator urges him to come out of his reverie and realise that the fan’s job is only to provide the most effective air circulation thanks to its strong motor. The essence of the narrative is succinctly captured in the tagline, Dumdaar motor wale EcoLink fans. No hawabaazi, just awesome hawa.
The film for EcoLink light bulbs also reiterates this same philosophy and urges the protagonist to focus on the brightness of the bulb instead of expecting it to deliver miracles. The video concludes with the tagline – Dumdaar brightness wali EcoLink Lights. No bright ideas, bas brightest light.
"We are excited about our latest TV advertising campaign to launch our EcoLink range of products. The quirky campaign has been designed keeping in mind EcoLink’s no-nonsense, honest yet hardworking personality and urges consumers to not believe in unsubstantiated and over-the-top marketing claims. With this campaign, we aim to make EcoLink synonymous with powerful performance and capture a piece of our audience’s mind with this clutter-breaking and entertaining narrative," said Signify Innovations India head – integrated marketing & communications, and commercial operations Nikhil Gupta.
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.
