Ad Campaigns
Samsung India launches Bixby in touching campaign
MUMBAI: Samsung India has launched a digital campaign showcasing the capabilities of its digital voice assistant – Bixby through a powerful narrative that strikes a chord with viewers.
The film is inspired by the life of a Motor Neuron Disease (MND)/ALS patient Sonal (name changed) who agreed to let Samsung work on a pilot project to help preserve her voice forever for her daughter.
The campaign shows a loving mother who is diagnosed with Motor Neuron Disease (MND)/ALS and is losing her voice and ability to move, and how Samsung customises its AI-enabled Bixby technology to keep her voice alive on a Samsung smartphone so that her loved ones can continue to hear her voice.
In the pilot phase of the project, Samsung Research Institute, Bangalore (SRI-B) worked with a company which specialises in core speech technologies. We recorded an independent voice, and using TTS (Text To Speech) technology tested that voice for compatibility on Android OS (Samsung Smartphone). Testing on Tizen OS (Refrigerator, Television) is under progress. This phase led to the discovery of Asha Ek Hope Foundation, the first registered NGO for MND/ALS in India. It is a non-profit organisation supporting people with motor neuron disease (MND) and their families. It’s striving to infuse hope and positivity in their life, which will empower them to overcome the illness.
Samsung India chief marketing officer Ranjivjit Singh said, “This film depicts how Samsung can make the seemingly impossible, possible by using its AI voice assistant, Bixby to preserve the voice of a mother who is diagnosed with MND.”,/p>
In the film, the daughter is seen reading out an essay at school where she describes the beautiful relationship with her mother. She crafts a narrative which celebrates the mother daughter bond through activities, just the two of them spending time together, listening to and laughing with one another. As the video continues streaming, the mother is missing from the picture and we see the daughter speaking to a phone with her father in the backdrop.
Samsung believes in delivering connected consumer experiences across its spectrum of products and has been focused on cutting edge technologies like Artificial Intelligence (AI), Internet of Things (IoT), Virtual Reality (VR), Machine learning and 5G mobile networks. It spent more than $14 billion on R&D globally last year and has more than 65,000 engineers and designers working to innovate and, bring the best products and solutions for our consumers.
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.
