Ad Campaigns
Wipro highlights importance of bright light
MUMBAI: Wipro consumer care and lighting has launched its new TV ad campaign – wider light for brighter homes.
The ad campaign highlights the importance of choosing Wipro Garnet LED bulb, which claims to be 70 per cent wider than ordinary LED bulbs giving more brightness for homes.
Featuring two 30-second ad films, the campaign focuses on common life situations of the difficulties faced by individuals with a low beam ordinary LED bulb and the transformation to a better life with a wider and brighter light through wide beam Garnet LED bulb.
Wipro consumer care and lighting senior vice president and business head of consumer lighting and switches Sanjay Gupta says, “Our endeavour is to provide better benefits and comfort to our consumers. We were the first to launch colour changing LED tube lights in which one can change the colour as per the mood. With wider lights for brighter homes campaign for Garnet we are confident that we will further enhance our connect with consumers, emphasising the unique value proposition and innovative offerings.”
FCB ULKA chief executive officer Nitin Karkare adds, “When we were tasked with working on the lighting business, we couldn’t have been more excited. In the case of this campaign, the fact that the product had such a clear differentiator made our job that much easier. We used family dynamics to bring to light the trouble that the wrong light can create for one, and how the simple act of switching to Wipro Garnet can make such a big difference to seeing things right.”
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.
