Ad Campaigns
The Womb Launches “Shaadi Ka Naya Gift” campaign for Saregama Carvaan
MUMBAI: The Womb has created an interesting campaign for portable digital audio player Saregama Carvaan, marking the musical instrument as a perfect gift for the wedding season.
The campaign “Shaadi Ka Naya Gift—jo rishton ko nahi dilon ko milaye!” has been launched with a video ad showing a South Indian family gifting Carvaan to a north Indian groom’s family during the ritual of ‘Milni’.
In a press statement, The Womb noted, “There are over 10 million weddings in India every year. Increasing by 30 per cent year-on-year and a lot of gifting happens during this season. The Womb identified this as an opportunity to position Carvaan as a perfect gift. Saregama Carvaan as a gift makes one come across as a thoughtful gift or someone who has eschewed more mundane and regular gifts in favour of something that touches the heart.”
The Womb co-founder Kawal Shoor said, “We thought this was a great way to position Carvaan within the ritual of ‘Milni’. Such rituals inherently bring along a lot of awkwardness within the family members. Milni is like the marriage of two families, you have no option but to like each other. Mostly forcibly! & Carvaan with its 5000 evergreen songs can be the ice breaker and the thoughtfulness of the gift makes it more easier to like the other person.”
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.
