Ad Campaigns
Ogilvy Mumbai’s campaign for Asian Paints assures great painting with safety
MUMBAI: In the new normal, every business is finding new ways to minimise the effect of any disruption to their stakeholders. And category leader Asian Paints is setting a precedence with its newly launched Safe Painting Service. This service promises great looking walls while ensuring safety for painters and the house owners.
Through this offering, Asian Paints handles painting of sites in a thoroughly safe manner while maintaining all sanitisation and hygiene precautions. Painters come equipped with safety gadgets like coveralls, masks, gloves, safety goggles, sanitisers etc. Sanitisation of the painting site happens at regular intervals. Regular temperature checks are conducted to track the health of the painters. Painting is done with mechanised tools to ensure great finish while maintaining the social distancing norms. At every stage, Asian Paints ensures the wellbeing of the painting staff and the residents of the house, and maintains cleanliness of the site.
The campaign along with the TVC, will use ideas across digital and social media platforms to land the message, painting with Asian Paints Safe Painting Services is totally safe.
Asian Paints Ltd MD and CEO Amit Syngle said, “In line with being a responsible and caring brand we are looking at strengthening the Asian paints Service Brand. We are proactively looking at providing assurance to our customers by supplementing the Asian Paints Painting service with Safety and Hygiene protocol. The Asian Paints Safe Painting campaign brings alive the commitment of the brand to offer not only a very safe painting environment but also a hassle free, faster and professional painting experience. The customers can now experience joy and happiness, reimagine their beautiful home without any risk and with complete peace of mind.”
Ogilvy India CCO Sukesh Nayak said, “This campaign builds on the insight, how we are always curious to know what’s happening in our neighbour’s home. Building on this, it tells a funny story to reassure not just the home owner but his nosy neighbour too about our safe painting services.”
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.
