Ad Campaigns
Ogilvy India wins Global Grand Effie for “Cadbury Celebrations – Shah Rukh Khan My Ad”
Mumbai: The Global Best of the Best Effie Awards crown the most effective campaigns from all the Grand and Gold Effie winners across the globe in the fray.
The Global Best of the Best Awards 2023 has announced Ogilvy India (with Wavemaker India) as the winner of the Global Grand Effie in experiential marketing for Cadbury Celebrations – Shah Rukh Khan My ad.
After bagging the coveted Cannes Titanium last year and an Effie APAC this year, Ogilvy India now adds the Global Grand Effie to their cap for the Shah Rukh Khan My Ad campaign.
A first-of-its-kind Diwali campaign where Ogilvy India and Cadbury Celebrations worked together to extend a helping hand to small businesses across India that were struggling hard to survive the pandemic’s crippling effects.
How? Through a timely and purposeful mix of data and generative AI, the Cadbury Celebrations Ad featuring India’s biggest brand Shah Rukh Khan doubled up as a personalised ad promoting countless small businesses.
Ogilvy India deputy chief strategy officer Ganapathy Balagopalan said, “Christmas has arrived early for Ogilvy India, and we are delighted. It’s taken a village to pull this campaign off and we are happy it has made the impact and difference we hoped for.”
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.
