Ad Campaigns
Somany Ceramics launches new campaign with Salman Khan
Mumbai: Somany Ceramics Ltd, a homegrown company specialising in ceramic tiles and allied product segments, has launched its new brand campaign ‘Zameen Se Judey.’ The TVC aims to connect directly with the masses urging them to opt for international quality products at an affordable price that are manufactured locally.
Somany Ceramics’ brand ambassador Salman Khan can be seen in this quirky ad which spreads a simple message of staying grounded while delivering the best quality products. The TVC shows the Bollywood actor in his living area discussing flooring options with the contractor (played by actor Manoj Pahwa). Khan shows his disinterest towards international brands and prefers quality products designed by homegrown brand Somany. He resonates with the brand’s ideology of ‘Zameen Se Judey.’
Somany is taking a 360-degree holistic approach to expand its bandwidth by reaching out to the masses. The integrated marketing approach designed for the new TVC leaves no stone unturned by targeting audience Pan India, via HSM and regional vernacular channels, social media platforms along with outdoors, airports and cinema, said the statement.
“Salman Khan is a world-class actor and yet chooses to stay rooted and always has a humble approach in everything that he does. These characteristics of Salman are highly relatable to our brand’s personality,” stated Somany Ceramics brand custodian Minal Somany. “We are confident that the new TVC will help Somany in building deeper relationships with our consumers and paving the brand in the right direction.”
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.
