Ad Campaigns
Onsitego unveils new brand positioning with Hardik Pandya
Mumbai: With the festive season being around the corner, Onsitego has launched its new brand campaign featuring Hardik Pandya and positioning itself as “Protection ka All-Rounder.”
For over a decade, Onsitego has been the flag bearer of the Indian device care industry. The Company has constantly brought new offerings under its Extended Warranty & Damage Protection plans coupled with best-in-class customer experience. Its “No Questions Asked” policy, paperless process and pan India service make it a clear favorite of retailers and consumers.
While the company covers all devices, the commercial showcases instances from daily lives where people end up damaging their phones. Hardik then reassures the consumers by saying, “Phone hai toh Bigdega, aur Bigdega toh Banega.” The spot highlights Onsitego’s role in the life of consumers wherein devices are very likely to face some issues during usage and Onsitego will always be there to help.
Onsitego CEO & founder Kunal Mahipal said, “Powered by easy EMI options, people today buy a Rs. 5000 per month phone vs. a Rs. 80,000 phone paid in one go. In case it gets damaged, the cost of repair can go up to 70-80% of the device price & needs to be paid upfront. Our affordably-priced plans safeguard consumers from such unfortunate expenses. However, in India, only a small fraction of consumers buy protection plans. Our new brand campaign aims to increase consumer awareness about protection plans and underlines the role Onsitego plays.”
“Onsitego is not only enhancing the after-sales service experience of the consumers, but it is also redefining the entire device care industry. I think everyone out there should know about this and ensure their devices stay protected,” added Pandya, who is exclusively managed by RISE Worldwide.
The commercial will be aired on digital media & popular social media sites. In a unique approach to creating awareness around device protection plans at the point of sale, the spot will also be aired inside all the leading electronic stores across the country that have partnered with Onsitego.
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.
