Ad Campaigns
Wondrlab unveils “The Youngest Magician” campaign for Hettich
Mumbai: Wondrlab, a platform-first martech network, has launched a new campaign for Hettich, showcasing how the brand’s innovative furniture fittings solutions and built-in appliances can bring a touch of magic into everyday homes.
Hettich, a legacy brand celebrated for its pioneering German technology and innovations, has long been the undisputed market leader in luxury home solutions in India. Their avant-garde furniture fittings seamlessly blend exceptional functionality with elegant design, enhancing the aesthetics and utility of modern living spaces.
The objective of the campaign is to shift both industry and brand perceptions from purely functional considerations to creating an emotional connection that resonates deeply with consumers’ love for their homes and décor. Embracing Hettich’s global positioning of “Magical Interior Experiences,” Wondrlab, with the help of an 8-year-old magician, infuses a sense of wonder and enchantment into the campaign narrative.
Speaking about the campaign, Hettich India & SAARC CMO Jiteen Aggarwal said, “This campaign brings to life the transformative power of Hettich’s innovative fitting solutions and appliances, turning ordinary moments into magical experiences within living spaces. With its stylish imagery and dynamic execution, the campaign aims to elevate the brand’s aspirational appeal and showcase its commitment to enhancing lifestyles.”
Commenting on the creative approach, Wondrlab Network CCO Amit Akali said, “Furniture fittings are often unnoticed heroes in our daily lives. We wanted to highlight how Hettich’s products subtly yet significantly enhance everyday experiences, filling life with a sense of magic. Using a magician allowed us to vividly demonstrate the functional elegance and transformative impact of Hettich’s solutions. We pushed the idea forward with the youngest magician, leveraging the playfulness of an 8-year-old boy. The products aided him in his performance and clearly showed what Hettich brings to homes – magic.”
“The Youngest Magician” campaign is now live across various media platforms, inviting audiences to experience the everyday magic that Hettich brings into homes.
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.
