Ad Campaigns
Sonu Sood holds forth on nation building in Shyam Steel TVC
NEW DELHI: Shyam Steel India has launched a TVC campaign Maksad Toh India Ko Banana Hai with the brand message that steel is just an offering, but the idea is to build the nation. The ad film stars brand ambassador Sonu Sood in the lead and has been created by Mogae Media.
Through this TVC, Shyam Steel India represents strength, flexibility, and faith of the masses with the thought process that steel is just an offering, but the ultimate idea is to build the nation. Roping in Sood, who is known for his considerate personality, enhances the brand message across the target audience. The bond Sood has created with the millions of people resonates as strong as steel, unbreakable.
The ad showcases Sood cherishing his relationships built with people during the lockdown tenure. All the love he received from people he helped makes him emotional and more connected. When relationships are built with strong foundation, like steel, they sustain for a long-long time. Similarly, when houses are built with Shyam Steel flexi-strong TMT rebars, such houses are more sustainable.
Shyam Steel India director Lalit Beriwala said, “The TVC reflects the brand’s thought in connection with Sonu’s exemplary work to assist people during lockdown. Sonu was helping the same target audience, with whom we connect at the last mile. When it comes to influencing individual house builders, people at the bottom of pyramid, remains the key focus of communication. So, we believe in building long-term relationships, just as Sonu Sood did after helping people in its most difficult situation.”
“It is all about inner strength. It is something that Shyam Steel gives to the buildings and infrastructure of new India. And that’s precisely what Sonu Sood has proved during the pandemic. Both have made the thought of India first come alive very strongly. That’s what inspired us to say – Steel toh sirf ek bahana hai, maksad toh India ko banana hai,” said Mogae Media creative director Harish Arora, who ideated the campaign and executed the creatives.
Director of the TVC Vaibhav Misra (Yellow Bettle Films) summed up, “Showcasing emotion along with steel at the same time keeping Sonu’s persona humble and real was the challenge, which we are happy to achieve. The film is a fabulous team effort and working with Sonu Sood and team at Shyam Steel was an enriching experience.”
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.
