Ad Campaigns
realme’s new Diwali campaign ‘Dare To Shine’ celebrates the human spirit
Mumbai: realme, the Most Reliable Smartphone Service Provider announced its latest Diwali campaign, “Dare to Shine” featuring superstar Shah Rukh Khan. In alignment with the spirit of the festival of lights, this campaign celebrates the unwavering human spirit that continues to shine brightly in the face of challenges and adversities.
Diwali brings people together, transcending cultural and geographical boundaries. This festival of lights strengthens human connections by celebrating shared values and the victory of light over darkness in our lives. realme’s ‘Dare to Shine’ campaign beautifully encapsulates these themes by encouraging individuals to tap into their inner light and use it as a guiding force for themselves and others on the journey towards a brighter future.
realme, through its film ‘Dare to Shine’ featuring superstar Shah Rukh Khan, emphasizes the profound importance of light in our lives and its diverse manifestations. He delivers an impactful message, inspiring individuals from all walks of life to find their inner light and shine brilliantly, even when faced with the most daunting challenges. As Diwali approaches, realme’s campaign serves as a powerful reminder to embrace the festive spirit and kindle the light within ourselves.
Speaking on the new campaign, realme India CMO Tao Zhang said, “To embrace Diwali, realme’s ‘Dare to Shine’ campaign, pays tribute to the enduring human spirit, resilience and self-belief. Just as this festival unites us all, let us also kindle our inner light, becoming beacons that glisten the path to a brighter tomorrow for ourselves and those around us. The campaign is set to inspire millions to radiate positivity not just during Diwali but year-round. Join us in celebrating the festival of lights by becoming the guiding light that empowers and inspires others.”
The creative vision and conceptualization of the film is by realme. The captivating shots featuring Shah Rukh Khan are curated by Dharma 2.0 and the film is produced by Spaceman Pictures.
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.
