Ad Campaigns
Tissot rolls-out innovative cinema campaign in collaboration with Khushi Advertising
MUMBAI: Tissot, world leader in the Swiss traditional watch industry has rolled-out an innovative on-screen advertising campaign in multiplexes. For this, ambient media agency, Khushi Advertising Ideas Pvt Ltd has helmed a unique multiplex advertising campaign to engage with audience in an interesting manner.
The currently on-going 6-week campaign includes a 10-second ad film and is being carried out in 360 INOX screens pan India and 30 screens of Carnival Cinemas in Kerala and Goa. The ad film shows the newly launched Tissot Seastar Chronograph watch along with a countdown timer leading to the commencement of the national anthem. The last frame of the ad urges the audience to “please stand up for the national anthem’.
Tissot’s objective was not to showcase just another product ad film but also to keep the essence of being one of the most accurate timekeepers in focus. Khushi Advertising understood this need and came up with this brilliant idea to make an impact. An ad just before the national anthem is hard to miss but the concept of using a timer leading to the national anthem showcases remarkable social cognizance. This way Tissot got the position, timing and overall concept of the ad perfect.
Opining on the ideation behind the campaign, Khushi Advertising CEO Vishnu Telang said, “As cinema advertising specialists, it is our responsibility to delight our clients. The countdown timer was included to build anticipation in the audience’s minds. When clients like Tissot appreciate our work, it fires up our creativity. Khushi is proud to be recognised as the fastest-growing ambient media agency in India, providing novel ambient advertising solutions across various avenues.”
INOX chief sales officer Anand Vishal agreed to this while adding, “Everywhere you go, you are hammered by advertisements. In such an environment, your best bet is to be innovative so that the viewers are actually waiting for the story to unfold. If you cannot capture the audience in the first 5 seconds of the advertisement, you’ve already lost their attention. When Tissot added a countdown timer, it kept the audience hooked to their seats wondering what happens once the timer reaches zero. Such are the advertisements that speak directly to their audience.”
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.
