Ad Campaigns
Shalimar Paints launches ‘Upgrade Kiya Kya’ campaign
Mumbai: Shalimar Paints Ltd., a pioneer in the Indian Paints industry with a legacy of over 120 years, is all set to launch its vibrant new campaign, “Upgrade kiya kya”. This initiative embodies the vision of transformation, encouraging its stakeholders, including dealers, partners, and end consumers, to upgrade with Shalimar’s new innovative product line and upgrade their lifestyle with paints that are backed by superior technology and R&D.
The campaign introduces an array of products, including Hero super premium five-in-one interior emulsion, CareWood Woodcoatings – Melamine & 1K PU, Magic brushes & rollers range, and Superlac Enamel – Pu Satin. With exceptional features like Zero VOC, active stain guard technology, anti-viral defence, true tone technology, and best-in-class washability, Hero five-in-one stands as the latest market addition, offering unmatched product quality, features & performance at an affordable price. The product is certified with the highest anti-viral defence and viral reduction with non-cytotoxic properties. Shalimar Paints’ steadfast commitment to quality and innovation embodies a proactive, forward-thinking approach, showcasing its dedication to staying ahead of the curve in a dynamic consumer landscape. Encapsulating the brand’s commitment to evolution, the company is upgrading its infrastructure, investing in cutting-edge Research and Development, and revolutionising its product offerings with products that are backed by strong consumer research.
Shalimar Paints director-sales and Marketing Kuldip Raina said “In today’s fast-paced world, the fervor for upgrades extends beyond material possessions. Whether it’s the latest gadgets, self-improvement endeavours, or personal growth, the pursuit of upgrades has become a symbol of progress in our consumer’s lives; but often, they forget to upgrade their homes and specifically home painting. With our thought-provoking initiative “Upgrade Kiya Kya”, we challenge the mindset of our consumers to upgrade their homes with HERO five-in-one paint that delivers exceptional product quality and features at an unbelievable price. It is the ultimate choice for discerning homeowners looking for a feature-loaded product at budget-friendly prices. All the products are based on consumer research taking care of their unsaid needs.”
He further added that “Shalimar Paints is on a transformational journey that is driven by cutting-edge quality offerings, investment in the brand, R&D and infrastructure. This journey marks the pinnacle of our commitment to excellence, encompassing a transformation in our approach and vision for the future. Going forward all our endeavors will focus on not only helping our consumers but also our channel partners & influencers to upgrade with Shalimar” Shalimar Paints is on the brink of unveiling a state-of-the-art R&D center, reflecting its unwavering commitment to driving groundbreaking product development in the pursuit of innovation. Additionally, the company is building an exceptional team and fostering robust connections with consumers, servicing dealers, and painters to effectively decipher their needs and preferences. Reinforcing its commitment to an upgraded experience that transcends the conventional boundaries of paint applications, Shalimar 2.0 is enriching and revitalising every space it touches.
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.
