Ad Campaigns
Samsung celebrates Diwali with new AI TV campaign, bringing families closer
Mumbai: This Diwali, Samsung is sending “Diwali ki khushiyaan” with its latest campaign featuring the Samsung AI TV, highlighting the magic of family togetherness in today’s fast-paced world. As families often drift apart into their digital routines, the campaign beautifully illustrates how the Samsung Neo QLED 8K can help revive treasured memories and create new moments, combining nostalgia with the cutting-edge capabilities of AI-powered upscaling and Knox security.
The campaign centres on the Samsung AI TV, designed not just for stunning visuals, but for an immersive experience that adapts to the modern lifestyle. The Neo QLED 8K breathes new life into old family videos, showcasing them with unparalleled clarity and detail through AI upscaling technology. Meanwhile, the Knox security feature ensures that data remains protected, enabling a safe and worry-free viewing experience. This makes the Samsung AI TV the ultimate companion for modern families, enhancing their entertainment and connections while elevating Diwali celebrations.
Samsung India senior director, Viplesh Dang expressed the brand’s vision: “Samsung AI TV is about stunning visuals and immersive sound. And that’s not all, it’s also about upscaling happiness! This Diwali, let every experience on your TV screen be a celebration of togetherness and the magic of creating new memories with loved ones. We hope our campaign resonates with families, reminding them that the best celebrations happen when they are shared with the ones who matter the most.”
The campaign film tells the story of a father eager to celebrate Diwali, only to find his family absorbed in their own activities—his daughter on her phone, his son listening to music, and his wife busy with work. Determined to bring them together, he discovers an old family video of a Diwali ladoo-eating contest and plays it on the Samsung Neo QLED 8K AI TV, where the 8K upscaling brings the memory to life with spectacular detail. The nostalgia sparks joy, and soon the whole family joins in to recreate the contest, rekindling the festive spirit.
Cheil India, CCO, Vikash Chemjong stated, “Technology sometimes has been accused of fragmenting a family. So what better time than the festive season to showcase how the right tech can do quite the opposite thing. Because when your TV has AI Upscaling Technology, it can not only turn your old memories into 4K but more than that, it has the power to get people together and light up the festive spark in the family!”
Cheil India – Samsung Business, national head, Mandeep Sharma added, “Samsung AI TV is more than just a piece of technology – it’s a perfect bridge that seamlessly connects our past with the present and rekindles the bond of love & togetherness. Samsung has always endeavoured to light up the festive moments and bring the whole family together.”
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.
