Ad Campaigns
Polycab partners with Posterscope India to launch its latest campaign
Mumbai: Polycab India Ltd, one of the fastest-growing FMEG companies and largest wire and cable manufacturer, in collaboration with Posterscope, unveiled its latest campaign. The campaign showcased the brand’s renewed brand identity, further reflecting on its vision of ‘Connecting all to a brighter future’. Through this campaign, Polycab aimed to give its audiences a fresh perspective on the brand, emphasising its diverse array of products and reiterating its commitment to Innovation, Technology, Safety, and Sustainability.
In order to further strengthen the brand’s presence, Posterscope, an OOH (Out-of-Home) specialist agency from Dentsu India, used a combination of traditional and modern digital media at premium inventory and specifically picked high-impact locations. The agency strategically selected significant arterial routes, junctions, routes to airports, electrical zones, and industrial areas. These locations were not only concentrated in major cities but also were established across India to maximize the frequency and effectiveness of the campaign.
Furthermore, the brand embraced the latest media trend in the city – Digital Out-of-Home (DOOH) to establish a strong connection with its target audience. Polycab showcased a captivating 3D creative on the digital screens in Chembur RCF, Mumbai. It is pertinent to note here that the brand is among the Indian companies that displayed anamorphic content on a cluster of sites.
Speaking on the campaign, Posterscope India MD Imtiyaz Vilatra said, “In a fiercely competitive category, it becomes imperative to rise above the noise. The rejuvenation of the Polycab brand provided us with the opportunity to demonstrate the effectiveness of DOOH and immersive media. We take pride in our ability to deliver a campaign of such grandeur.”
Polycab India executive president and chief marketing officer Nilesh Malani commented, “We are thrilled to unveil Polycab’s brand refresh campaign, which is more than just a change in appearance; it’s a profound shift in our brand’s essence and the way we connect with our customers. Our new brand positioning, ‘Ideas. Connected.’ reflects our commitment to innovative solutions that seamlessly integrate into everyday life. Posterscope’s expertise and innovation have revolutionized our OOH campaign, ensuring maximum visibility and impact.”
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.
