Ad Campaigns
SRK wishes housing for all in DHFL ad
MUMBAI: DHFL has rolled out its new advertising campaign ‘Aisa Desh Ho Mera’ with the purpose of empowering people to own their dream home in India.
The campaign, in association with DHFL’s brand ambassador superstar Shah Rukh Khan has been conceptualised by Hyper Collective Advertising agency and directed by the leading Bollywood director Nitesh Tiwari.
The TVC captures several nuances through boundless emotions of joy, contentment and security in the lives of families living in their own homes.
The TVC opens with Shah Rukh Khan wishing: Buying a home is everyone’s dream – and it’s achievable through the affordable housing finance solutions offered by DHFL.
DHFL has always launched campaigns where key consumer insights have been the bedrock of the script and settings. The core brand proposition of converting “Real dreams to reality” continues to drive the brand direction.
The campaign includes 30-second TV spots featured in five languages – Hindi, Marathi, Tamil, Telugu and Kannada – in over 50 channels. The campaign will be further leveraged on the digital, press and outdoor media for larger reach and impact amongst the target audience.
DHFL JMD and CEO Harshil Mehta, said, “This campaign focuses on building conviction amongst the LMI segment. ‘Aisa Desh Ho Mera’ envisions the social upliftment that owning a home can bring to the whole nation.”
Hyper Collective founder and chief creative officer K V Sridhar said, “The campaign echoes the national sentiment of the need for every Indian to have a roof over their head. SRK has beautifully brought alive the few simple, and treasured moments of the life of a common man with so much ease and emotion.”
Tiwari said, “This campaign is aimed at a larger, noble cause of enabling home ownership. SRK has done justice to his role of an observer of people who are able to finally live blissful moments.”
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.
