Ad Campaigns
OML Entertainment launches ‘As Unique As You’ campaign for Nothing Phone (2a) with Flipkart
Mumbai: OML Entertainment, an independent full-service media and entertainment organisation, has upped the ante on smartphone marketing by spearheading the innovative ‘As Unique As You’ campaign for the launch of the Nothing Phone (2a) exclusively available on Flipkart.
At the heart of the campaign was its core concept, “As Unique As You”, stemming from Nothing’s brand proposition “Powerfully Unique”. OML strategically orchestrated the launch, dividing it into three phases — innovative promotion, interactive user experience and celebrity endorsements with Vijay Varma, Amyra Dastur, Anjali Sivaraman, and Neha Sharma.
OML Entertainment SVP, revenue Pankaj Malani said, “Our collaboration with Flipkart for the exclusive launch of the Nothing Phone (2a) phone underscores OML’s constant pursuit of innovation and creativity within the media and entertainment sphere. We curated a strategic campaign with OOH media, and celebrity endorsements to ensure a great launch for the Nothing Phone (2a).”
OML drew a parallel between the individuality of each user and the distinctive features of the Nothing Phone (2a) – emphasising the inherent uniqueness of both. The first phase of the campaign entailed an outdoor campaign with tongue-in-cheek copy across Mumbai, Delhi, and Bengaluru. This strategy generated significant organic traction for Nothing Phone (2a) on Instagram and Twitter, solidifying its foothold in the Indian smartphone ecosystem.
OML magnified the message “As Unique As You” and launched a contest where participants could win a Nothing Phone (2a) by sharing what makes them unique along with the hashtag #AsUniqueAsYou. The campaign came to life with user-generated content featured in real life at bus stops. To finally drive the “As Unique As You” message home, in the final phase, OML enlisted the power of celebrity with popular stars – Vijay Varma, Amyra Dastur, Anjali Sivaraman, and Neha Sharma, who used the Nothing Phone (2a) exclusively for a full day.
The campaign translated into significant sales on the launch day itself with the Nothing Phone (2a) selling 30,000 units in just one hour, doubling to 60,000 within three hours and completely selling out 100,000 units by the end of the day.
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.
