Ad Campaigns
Social Panga and ZEISS collab for ZEISS Light 2 Progressive Lenses launch
Mumbai: Recognised for its commitment to cutting-edge technology and optical excellence, ZEISS India has collaborated with Social Panga to release its latest campaign introducing its groundbreaking product ZEISS’ Light 2 Progressive lenses.
The brand has released a dynamic video experience, which is the first of its kind video production, conceptualized and executed by Social Panga under their production house The Yellow Shutter. The ad is a display of creativity, for the launch of ZEISS Light 2 Progressive lenses in the Indian market.
The ad film was approached with a desire to match the lenses’ premium, technologically advanced features with an equally high-quality visual representation. This resulted in the video not only showcasing the product but also captivating the viewer’s imagination. This collaboration is a testament to ZEISS commitment towards precision into a visual story that not only informs but also delights the audience.
The ZEISS Light 2 Progressive lenses are more than just spectacle lenses; they are a testament to ZEISS’ dedication to enhancing people’s lives through exceptional vision solutions. With features like advanced design, optimised visual fields, and seamless transitions, ZEISS Light 2 Progressive lenses offer a breakthrough experience in vision correction. They are designed to adapt effortlessly to various viewing distances, making them a perfect fit for modern, digital, and active lifestyles.
Addressing this exciting collaboration, Carl Zeiss Vision Care India head of marketing Ritesh Dwivedi stated, “We’re all about creating cutting-edge technology and delivering top-notch optical products. Hence, we forged a collaboration with the innovative team at Social Panga to introduce our groundbreaking product in a completely novel manner – through an engaging and dynamic video experience. Social Panga’s creative prowess truly shone as they conceptualized the launch film for ZEISS Light 2 Progressive lenses, marking a historic milestone as the first-of-its-kind video production in the Asia Pacific Region. It has been an incredible journey, and we are genuinely thrilled with how this collaboration has breathed life into our vision.”
Social Panga co-founder Himanshu Arora said, “ZEISS India and Social Panga’s partnership to introduce the ZEISS Light 2 Progressive Lenses through a captivating video experience was nothing short of exhilarating. To exemplify ZEISS India’s dedication to precision and innovation, we crafted a video that best represented the brand, and we are delighted to have played a pivotal role in its successful execution. We look forward to continuing our collaboration and creating more such visual stories.”
Discover the world of ZEISS Light 2 Progressive lenses through this stunning video and experience the future of vision firsthand. The campaign is released across social media platforms and has received a positive response from users.
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.
