Ad Campaigns
Usha unveils Crafted for your Lifestyle campaign for its new iChef Air Fryers
Mumbai: Usha International, a consumer durables company, launched a new TVC for its iChef Air Fryers, marking the beginning of a comprehensive 360° media campaign for the hero product. Themed “Crafted for your Lifestyle,” the campaign highlights how the Usha iChef Air Fryers address the needs of today’s hectic routines, resonating with individuals striving to eat healthy, but finding it a challenge to prepare meals quickly, seamlessly bridging the gap between convenience and nutrition.
The 30-second TV commercial, shot by Illusionist Films, highlights the unique features of the iChef Air Fryer as the star of the show, replete with a borosilicate glass bowl and illuminated chamber as it churns out crispy samosas sans oil, vibrant grilled greens, and gooey lasagne, each promising a tantalizing journey of flavour. This tableau of delectable dishes highlights the versatility and innovation of modern cooking with the Usha iChef Air Fryer, inviting viewers to step into a world of culinary delight and wholesome goodness.
The campaign which kicks off on June 1, 2024, has a robust TV media plan including spots during the morning and evening prime time across all top English news channels as well as leading South news channels and is being aired in English, as well as vernacular languages – Tamil, Telugu, Kannada, and Malayalam – to maximize viewership and establish a strong connect with the target audience. This will be followed by a print campaign in leading newspapers in select cities and will be complemented with a digital campaign across leading social media and digital platforms, ensuring comprehensive coverage and engagement.
The user-friendly Usha iChef Air Fryer, with its advanced technology and precision engineering, allows for the creation of nutritious dishes that cater to the fast-paced needs of modern life. This campaign is intended to educate customers about the advantages of owning an iChef smart Air Fryer, highlighting its unique design, borosilicate food-grade glass bowl, illuminated chamber, digital touch panel, and variety of oil-free recipes it can cook.
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.
