Ad Campaigns
Vi launches new campaign #BestIsGettingBetter
Mumbai: Vi has launched a campaign to highlight its network engineers’ efforts to make “the best network even better” in order to reinforce its commitment to providing a superior network experience to its customers. The eight-week long campaign #BestIsGettingBetter, themed as ‘Best ho raha hai aur bhi Behtar’, went live over the weekend.
Conceptualised by Ogilvy Mumbai, The high-visibility 360-degree campaign illustrates Vi’s continued commitment towards enabling customers to excel and will be seen across diverse media including TV, OOH and digital.
The brand campaign comprises a series of three quirky TVCs which showcase the continuous effort of network engineers in providing the customers the best network experience with Vi GIGAnet—India’s fastest 4G network.
The first TVC focuses on two boys who wonder what the network engineers are up to even after becoming the fastest 4G in India.
The other two TVCs will be launched in the course of the campaign.
Commenting on the campaign, Vi chief marketing officer Avneesh Khosla said, “Vi has consistently topped the network quality parameters and speed rating charts of several independent network testing agencies. The latest validation from Opensignal is an endorsement of our efforts to constantly work towards enhancing the customer experience through superior network performance. Our new campaign is a celebration of the critical role of our Network Heroes, who tirelessly work in all conditions to improve network performance on a continuous basis, helping Vi users to do more and thrive in the digital world.”
Adding to this, Ogilvy Mumbai ECD Rohit Dubey said, “Announcers are a balancing act, a sweet spot between chest thumping and humility, with a bit of ‘ok…so what?’ closure. And that’s what the crafting challenge was when Vi achieved “India’s fastest 4G” claim. I was watching an athlete’s Insta-feed and noticed the gap between his Olympic gold and the next practise session. There was a seed of thought—after achieving something, even the “best” take a bit of rest, and bask in the moment’s glory. What if our network engineers are cut from a different cloth? And they don’t? Taking a leap from there, we crafted these moments between our Vi network engineers, as they go about making India’s fastest 4G, even better.”
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.
