Ad Campaigns
One Digital Entertainment launches Nokia campaign
MUMBAI: Nokia, a premier mobile brand , and One Digital Entertainment, India’s digital content network, have partnered to create a unique digital influencer campaign to revamp the brand’s iconic tune.
‘The Ultimate #NokiaTuneMashup’ features the best artists from the music fraternity along with the audiences curating and recreating the classic Nokia tune.
The campaign witnessed the participation of Shirley Setia, DJ Chetas, Aditi Singh Sharma and Darshan Raval that attracted thousands of entries across the country. These entries were later put together by the famous Bollywood composer duo Ehsaan – Loy along with entries received by the general audience recreate the tune.
Commenting on this partnership, One Digital Entertainment co-founder Gurpreet Singh Bhasin says, “The Ultimate #NokiaTuneMashup” is a great concept and since these talents are popular among the youth because of their relatable fresh and quirky content, the tune is sure to appeal to the masses. Subtle integrations and strategic partnerships of this nature often unlock magical value that usually stays hidden. This is a win-win scenario for all – creators, consumers, and brands.”
Composers Ehsaan and Loy said: “The Nokia tune Mashup was a very inspiring project to work on, and in its own way pretty difficult as well because it included taking a simple melody and interpreting it in so many ways. One Digital Entertainment is very in step with what’s going on in the digital world.”
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.
