Ad Campaigns
OneAssist asks people to keep their appliances Sambhal Ke
MUMBAI: Assistance and Protection Company, OneAssist has forayed into home appliances, with the launch of HomeServ.
HomeServ is India’s first comprehensive protection plan which allows customers to protect all their key home appliances in just a single plan.
In the digital ad campaign #RakhoSambhalKe, featuring popular stand-up comedian Rahul Subramanian, who takes on the avatar of a various appliances tv, ac and washing machine) , to narrate the various issues the appliances face in their daily functioning. This digital film series narrates the brand offering with a subtle humour urging users to keep their appliances protected.
OneAssist co-founder Subrat Pani says, “The campaign is a refreshing approach which showcases the various issues our appliances face in their routine functioning, due to the quirks of their owner. We chose this route of stand-up comedy as we believed that it’s a subject which needs explanation and not preaching. The videos continue to be seen, liked and shared on YouTube & multiple social media platforms and have already garnered over 15 million views.”
Contract Advertising senior VP and senior creative director Rahul Ghosh adds, “A disruptive product needed a disruptive idea. We wanted to create content that made a point without sounding alarming. We thought that the idea of playing agony uncle to appliances could be quite entertaining and conversation-creating. Once we had that, getting Rahul Subramanian on board only helped in pushing it further.
HomeServ is primarily into home assistance and protection against electrical and mechanical breakdowns, burglary, fire and other perils for appliances on which consumers are most dependent on. The service covers daily essential appliances like panel televisions, air conditioners, washing machines, microwave ovens, refrigerators, OTG, air purifiers, water purifiers, air coolers, dryers, dishwashers, food processors, geysers, kitchen chimneys and vacuum cleaners and covers appliances even up to 10 years old.
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.
