Ad Campaigns
Silver jewellery brand Shaya celebrates 1st anniversary with digital campaign
MUMBAI: Since its inception, Shaya has tried to shun society’s expectation of being perfect all the time. Instead, the brand encourages everyone to embrace their quirks, uniqueness, and imperfections. On 24 September 2019, Shaya marked its 1 year of being- Not perfect, but One of a Kind. As homage to every person who resonates with Shaya’s sentiment and has been part of the brand’s journey in one way or another, Shaya launched a digital birthday campaign.
The video was a celebration of all individuals who are not perfect but one of a kind, just like Shaya herself! The video featured some of the digital’s most popular and individualistic faces like Jyoti Ann Burrett, Sushant Divgikar, Saloni Chopra and model Arshia Rashid. Jyoti is an ace footballer who not only chose football over a lucrative corporate job at a young age but has also represented India in the sport. Sushant Divgikar has been a popular face on television reality shows, winner of Mr Gay India, singer and is currently receiving praises for his stage/drag queen alter-ego, Rani KoHEnur. Saloni Chopra is an actor and blogger, popularly known on Instagram as @redheadwayfarer for her feminist, progressive statements. Lastly, joining the inspiring clan is Arshia Rashid, a young NCC cadet who dabbles in modeling with equal enthusiasm and grit.
The film featured all the 4 striking and distinct personalities at their quirky selves grooving to Shaya’s birthday tune and wishing the brand, keeping in mind the celebratory spirit. Shaya also created fun Q&A videos with the 4 personalities. The vibe of the video was personal and casual so as to engage in a conversation with each personality, understand their journeys and thoughts about Shaya.
Speaking about the campaign, Shaya business head Mimi Hrahsel says, “Digital can play a huge role in promoting inclusivity and diversity, whether in terms of appearance, sexual orientation or even career choices. With Shaya’s new campaign, we’re telling people to ditch society’s preconceived expectations and celebrate what makes them unique. ”
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.
