Ad Campaigns
Terribly Tiny Tales partners with AJIO to launch its Raksha Bandhan IP ‘Tied For Life’ S1
Mumbai: As the festive fervour of Raksha Bandhan envelops the nation, Terribly Tiny Tales, India’s most loved content company has launched its first-ever Raksha Bandhan IP, titled ‘Tied For Life S1’ with a human touch, in collaboration with AJIO. This light hearted campaign celebrates the timeless bond of sibling love and encapsulates the spirit of Raksha Bandhan with real and memorable stories.
The hero piece of the campaign is a 90-seconds Instagram video, directed by Shubham Sinha and produced by Sharanya Rajgopal and Anuj Gosalaia along with executive producer, Pracchi Batnagar. Amazingly cinematographed by Arindam Bhattarjee, the film is beautifully penned by Ritu Mago.
Featuring the sibling duo Pooja Gor and Darsheel Safary, the film highlights the everyday special moments that siblings share striking a relatable chord with the viewers. Released on 26 August, the film showcases the fun banter, the feeling of belonging shared by siblings, and especially, the unexpressed, underlying love between the duo. By introducing these incredibly talented actors and showcasing nuanced insights, the film definitely enraptures the audience, leaving them craving for more! While beautifully delivering the message that the festival is not just about the gifts but the expressed gestures as well, the film also fosters the celebration of love, protection, compassion, support, and a memorable, life-long relationship. Tied For Life S1 is styled by AJIO, infusing the campaign with charm and a high fashion-quotient.
A rakhi is not merely a thread; it symbolizes feelings intertwined with everlasting affection. Constant brawls, a never-ending desire to kill each other, and the buried emotion hidden behind walls all dissipates during the occasion of Raksha Bandhan. Reflecting on these moments and emotions and encouraging everyone to cherish this invaluable relationship, TTT through this campaign, elevates the celebration spirit for brothers and sisters in the country inviting the audience to gift their siblings something special from @ajiolife’s stunning collection, this Raksha Bandhan.
TTT CEO Anuj Gosalia perfectly captures the campaign, “Raksha Bandhan is one festival that’s unlike any other. Of course it’s beautiful, full of love and emotional but most of all, it’s playful! Just like the relationship between siblings.
With Tied For Life S1, we bring to life the mischief, the love, that is expressed through indirect ways and the comfort of siblingship. The campaign celebrates the everyday-ness of the bond and truly captures the reality of Raksha Bandhan. It’s taken many notches up being styled by AJIO’s stunning collection making it a fashionably festive season.”
TTT has been constantly building its own IPs, powered by various brands. To break through the noise, TTT has always leaned more towards human and real storytelling for festive campaigns that are closer to the sentiment of the community. This time, the platform has raised the creative ante to take the Raksha Bandhan occasion beyond #SiblingLove by crafting several bite-sized tales and snackable videos of siblinghood with thoughtful approaches while highlighting the multifaceted relationship between all brothers and sisters.
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.”
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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.
