Ad Campaigns
Star Maa launches BiggBossIsWatchingYou campaign
MUMBAI: Star Maa and L&T Metro Rail Hyderabad Ltd with an attempt to create an effective civic sense-based communication launched a campaign through the World’s biggest television property of Telugu entertainment Bigg Boss.
The civic sense campaign has been executed in all 48 metro stations covering areas including concourse, platform level and retail space. Specially customised Jingles with similar messaging are played in all metro trains. The campaign planned for entire Bigg Boss season will enable all metro commuters to be aware of dos and don’ts at metro rail and metro station premises. This has derived awareness on safety measures, rules of metro, encouraging more usage in a proper manner at their convenience.
Speaking to the media, Host Akkineni Nagarjuna said, “This is a perfect combination of entertainment + important message to society and using the Bigg Boss platform for creating awareness on civic sense. I understood that the campaign is well received by the metro travellers and other set of audience. I am happy that Star Maa and LTMRHL has come forward with such innovative & socially responsible campaign.”
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.
