Ad Campaigns
Signature Global rolls out a new campaign ‘Kiraye Se Azaadi’
Mumbai: The leading real estate company, Signature Global India Ltd has launched a series of TVCs that touch upon the daily struggles of prospective homebuyers living in rented accommodations. The campaign focuses on the message of inspiring homebuyers to get ‘Kiraye se Azaadi’.
Created by TREE Design and produced & directed by SG Pictures, the ad films will be showcased on all major news channels along with various social media platforms like Youtube, Facebook and Instagram.
Signature Global reiterates its core competency of ‘affordable housing’ with four short stories which target first time home buyers. Each of these stories is derived from insights thrown up by the everyday struggles in the lives of tenants and gets the point across in a light-hearted manner.
These stories are not only very relatable but also very engaging with their humorous exaggeration of a tenant’s unique life experiences. Featuring some of the best actors in the business, these stories are brought alive by a touch of jocularity in word play which makes them thoroughly endearing and extremely memorable.
The first TV commercial ‘Babuji’ showcases how landlords don’t allow tenants to make any changes in the rented house and doesn’t even allow them to put a nail on the wall to hang their father’s picture. It shows a family of three; an aged mother, played by actress Farida, along with her two sons sitting over a meal wherein the elder son holds the photograph of their late father while waiting for the younger son to finish his meal and take turn to hold the picture. The son’s role is portrayed by Actor Jameel Khan.
In the second TV commercial ‘Window’, actor Amit Siya is shown climbing up to his house on the first floor of a building with the help of his wife, played by actress Divya Dutta, on the window as the landlord blocks entry into the home post-midnight whereas his boss keeps him occupied till late in the office.
Featuring some of the best modern actors in the business, these stories are brought alive by a special freshness which makes them thoroughly endearing and extremely memorable.
Talking about the new campaign, Signature Global chairman and whole-time director Pradeep Aggarwal said, “Signature Global reiterates its core competency of ‘affordable housing’ with these short stories which target inspiring & first time home buyers. We are trying to showcase the daily struggles of tenants who are often badgered by their landlords but in an entertaining way. At Signature Global, we are always trying to deliver houses which can turn into beautiful homes with all necessary amenities for a family; with lovable families; away from the daily nagging of landlords. This TVC effectively communicates this underlying idea. We are also extremely thankful to all the esteemed actors who have delivered the message beautifully.”
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.
