Ad Campaigns
Vijay Sales’ TVC attacks pain points of online shopping
MUMBAI: Offline retail store, Vijay Sales has launched new commercials pouncing on the inherent weaknesses of the internet. Retailers have started favouring an omni channel approach to sell goods especially in the case of consumer electronics and fashion, which are now being copied by e-tailers, who sell retail goods on the internet.
IBEF, in one of its report clearly stated, “Total monthly online shoppers stagnant at 15-17 million (1.5-1.7 crore) since the past six months”. This age group of 20-40 year olds were using online mediums to mainly shop for fashion and appliances.
Network Advertising has created three TVCs to bring alive the consumer frustration with e-commerce purchases when it comes to consumer durables. The campaign highlights the advantages of real world people who can provide real answers to them. The narrative of the commercials is a never-before attempt to seize the conversation away from the e-commerce companies.
TVC LINKS:
Air Conditioner: https://www.youtube.com/watch?v=g4ocH8lkKOY
Smart Tv: https://www.youtube.com/watch?v=-_WHA3SPGXo
Washing Machine: https://www.youtube.com/watch?v=j9kAcfOD9RA
Vijay Sales managing partner Nilesh Gupta said, “While the attention of media was on the e-commerce festivals of deep discounts, we have seen our service being reinforced by customer belief in terms of them returning in large and growing numbers to Vijay Sales, despite all the noise around e-commerce offerings. So, we wanted to bring to the fore the consumer pain points with the internet world which they tell us every time they come to our stores.”
Network Advertising managing director Vinod Nair said, “It’s amazing that once you see the ads, every average consumer will realise what he has been missing. And it is our close connect with the category and the client that helped us arrive at this insight. I promise that each one who watches the ads will have personal anecdotes to add to the three stories we have projected in our campaign.”
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.
