Ad Campaigns
Stars or Substance? Orientbell Tiles unveils bold campaign challenging celeb endorsements
Mumbai: Breaking free from the glittering allure of celebrity endorsements, Orientbell Tiles is about to embark on an extraordinary journey with its latest campaign – a thought-provoking exploration of the age-old question, Stars or Substance?
In an age where brands often ride the celeb wave, Orientbell Tiles is flipping the script. The upcoming campaign, aptly named 100 per cent tiles and zero per cent celebs, is not just about tiles; it’s a reflection on the very essence of authenticity in advertising. It takes a stand, challenging the norm that equates star power with product worth.
Imagine a world where the spotlight isn’t stolen by A-listers, but rather, it’s the craftsmanship, innovation, and quality of a product that shines through. That’s the vision driving Orientbell Tiles, as they cast aside the need for celeb endorsements and focus on what truly matters to the consumer – by Making shopping for tiles easier.
Barely 25 per cent of our consumers believe that most celebs use the products they endorse. More than 50 per cent want to hold celebs accountable for the claims they endorse.
The 100 per cent tiles and zero per cent celebs campaign is an invitation to question the status quo, to ponder the authenticity behind countless celeb endorsements.
“We are today making a bold statement: no celeb endorsements, no shallow, marketing gimmicks. Orientbell Tiles will stand proudly on its own merit. And make shopping for floor and wall tiles easier.
This campaign is not just about our brand; it’s about the broader conversation – the choice between superficial glam and authentic substance,” shared Orientbell Tiles chief marketing officer Alok Agarwal.
Set to unfold across diverse media channels, 100 per cent Tiles and zero per cent Celebs aims to captivate hearts and minds, not by celeb name-dropping, but by sparking a dialogue on what truly defines excellence. And customer delight. The visuals and messaging are crafted to engage, provoke thought, and inspire consumers to make choices based on the essence of a brand, rather than the celebrity attached to it.
Join Orientbell Tiles in this revolutionary campaign as they challenge the norms, encouraging consumers to look beyond the stars and discover the genuine substance that shapes their brand.
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.
