Ad Campaigns
Titan Eye+ launches ad campaign ‘Acha Hua’
Mumbai: Titan Eye+ launches its new ad campaign featuring five different films, each of 10 seconds duration. The campaign, “Acha Hua”, conceptualised by Ogilvy, plays on the good old adage of ‘whatever happens, happens for good’ presenting the uncomfortable experience of breaking a spectacle as an opportunity to get the best vision.
Titan Company Ltd., marketing head eye care division Maneesh Krishnamurthy said, “Titan Eye+ is seen as the category expert but Indian consumers often also seek tangible value for money. With this campaign we are showcasing the exceptional value that Titan Eye+ brings through five shorties showcasing our innovation in lenses and value for money services and product. In a category bereft of occasion shopping, we have introduced one with a humourous twist. We’d love to be top of mind everytime a spectacle is broken because it gives you an opportunity to switch to Titan Eye+”
Ogilvy South CCO Puneet Kapoor said, “The idea came from the thought that if you haven’t got your eye prescription from an able expert, chances are you are toting glasses that might not be suited best for your eyes. Hence the breakage or loss of spectacles is an opportunity to get the right prescription and solution from an expert brand that cares about your eye health. This was the genesis of the spectacles breaking campaign with the idea-line ‘Accha hi to hua’. The humour that came from the many entertaining ways in which people lose or break their glasses in ingenious ways.”
The campaign launches on 7 April 2023, features five different value proposition stories that include free replacement, stylish frames starting Rs 699, UV protection lens for kids, progressive lens starting Rs 1799 and also their best-in-class seven in one lens called ClearSight.
The campaign aims to convey that while it is frustrating when your glasses break, it actually is an opportunity to improve and upgrade. Whether it’s getting a free replacement, trying out a new style, or getting the best-in-class ClearSight lens for unparalled vision, the campaign emphasizes that something good can come out of a seemingly unwanted situation.
The new campaign is expected to reinforce Titan Eye+’s position as the ‘Expert Who Cares’ in the industry and attract new customers. With its commitment to giving value for money and relentless innovation, Titan Eye+ is set to continue its growth trajectory and emerge as a brand of choice for eyewear customers in India.
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.
