Ad Campaigns
OnePlus unveils heartwarming Diwali campaign to celebrate compassion
Mumbai: OnePlus today launched its new Diwali campaign, “Make It Special for Everyone,” designed to inspire compassion and inclusivity this festive season. The campaign focuses on small acts of kindness, bringing attention to people and community animals, encouraging celebrations that extend beyond family and loved ones to include pets and homeless animals.
The #MakeItSpecial campaign features two films, created in-house by the OnePlus marketing team and directed by Kameron, that highlight how simple gestures can make a difference. In the main film, a family includes both their pet and homeless animals in their Diwali celebrations, emphasising the beauty of unconditional love. The second film, set to release soon, adds humour by showing a couple who accidentally gift each other the OnePlus Nord 4, with their cat playfully adding to the fun.
OnePlus India, director of marketing, Ishita Grover stated, “Our #MakeItSpecial campaign is a heartfelt celebration of joy and inclusivity this Diwali. This year, we are focusing on the profound impact of small acts of kindness and the beauty of extending our celebrations to everyone around us, including those often overlooked such as pets and animals in need of shelter. By sharing the spirit of giving and togetherness, we aim to strengthen our community spirit and hope this brings a sense of warmth and belonging to everyone who watches it.
We hope this campaign inspires people to embrace the true essence of Diwali, creating cherished memories and making the season truly special for all—family, friends, and even our furry companions.”
A senior spokesperson from Kameron added, “We are incredibly grateful for the opportunity to collaborate with the talented OnePlus India team on this Diwali campaign. It was inspiring to see our two directors, Sami Joensuu and Prince Shah, work in perfect harmony to capture the universal themes of community and the celebration of life’s blessings. One of the standout moments for us was the inclusion of the homeless dogs in the narrative, which reflects our deep commitment to ensuring that even the lost and lonely are seen, valued, and cared for. This partnership not only solidifies our bond but also highlights the powerful impact of unity and compassion in multicultural societies.”
OnePlus is also partnering with the Heads Up For Tails Foundation to provide essential supplies for nearly 20,000 shelter animals, reinforcing the campaign’s message of inclusivity and kindness.
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.
