Ad Campaigns
Tanishq wants women to celebrate themselves with solitaire
MUMBAI: Celebrating the free spirit of women who are breaking shackles and following their hearts is Tanishq with its latest ad.
The film, conceptualised and developed by Lowe Lintas, tells the story of one such woman, who despite being a successful CEO decides to change direction in her life.
We see the woman walking into college, looking uncertain, but still determined. She has her moments of doubt, when she looks at the teenagers around her, but she overcomes them in a jiffy and takes her place among them. She’s all set to learn film making and start a brand new phase of her life.
Titan Company associate vice president of marketing, jewellery division Deepika Sabharwal Tewari says, “With this film we target progressive, career oriented women who have achieved something in their life by following their heart and doing things which they really want to do. A Tanishq Solitaire is a marker of their success for everything they’ve achieved, and still keep going. More & more women are indulging in buying jewellery because they are financially independent & believe in indulging in themselves.”
Lowe Lintas executive director Rajesh Ramaswamy adds, “It takes great courage to change the course of your life after a certain point, but we’re noticing a lot of women doing it. After all, ambition has no age, and this film is an ode to every such woman, who’s slowly and steadily turning into the woman she’s always wanted to be.
Solitaires by Tanishq are available for a starting price of Rs 54,000 at Tanishq stores across the country.
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.
