Ad Campaigns
Onida’s new print campaign for ACs
MUMBAI: Onida , an Indian consumer durable manufacturer, is gearing up to release a new print campaign for its air conditioners with the slogan “Torture Tested Onida Inverter ACs” with its iconic devil personality.
Mirc Electronics MD Vijay Mansukhani said, “This is a strategic move to create dealer confidence of being the first mover in the AC space and to generate customer interest pre-season. We are confident that this preseason offer will bring maximum benefits to our channel and consumers. We deeply understand the Indian family and their preferences and place them at the forefront of our innovations and offerings.”
Onida has close to 50 types of air conditioners. At the core of the new AC ad are six products: Coral as principal, others being Wave, Regalio, Iris, Indium and Onyx. These are Internet-of-Things (IoT) and Wi-Fi enabled ACs with strong 4-way swing delivering an anti-fungal environment and using green eco-friendly refrigerant and 100 per cent copper coil.
The brand is focussing on print ad-campaign across leading TOI and other regional dailies in tier 2 and 3 cities like Ahmedabad, Baroda, Rajkot, Surat, Kolkata, Guwahati, Patna, Hyderabad, Vizag, Mangalore, Mysore, and Raipur. Besides very strong BTL activities have been planned with all the MBOs across India, to deliver the essence of the brand and enhance visibility.
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.
