Ad Campaigns
Zupee unveils ‘Sadiyon Se India Ka Apna Game’ campaign
Mumbai: Zupee has unveiled its latest campaign, ‘Sadiyon Se India Ka Apna Game,’ celebrating the timeless appeal of Ludo, India’s most beloved board game. This campaign is more than just a launch, it’s a heartfelt narrative that creatively captures Ludo’s evolution through the ages, with engaging storytelling and humor, culminating in its modern-day skill-based avatar on Zupee.
From the ancient stone age to grandeur of royal courts to the golden era of black and white and the funky retro era, Zupee’s campaign creatively illustrates Ludo’s enduring journey. It also underscores Zupee’s innovation in offering skill-based variations that enable players to win real money on Zupee Ludo in today’s digital age, contrasting with a past where there were no meaningful rewards.
The campaign showcases a star-studded ensemble including Saif Ali Khan, Sunil Grover, Mouni Roy, Vijay Raaz, and Abhay Deol, with each celebrity embodying a different era, bringing alive the idea that Ludo is truly ‘Sadiyon Se India Ka Apna Game’ in their own creative way.
Zupee founder and CEO Dilsher Singh Malhi said, “We are delighted to introduce ‘Sadiyon Se India Ka Apna Game,’ a campaign celebrating Ludo’s enduring legacy. As a beloved classic, Ludo has united people across generations. This campaign not only highlights Ludo’s journey from ancient times to its modern avatar on Zupee, but also underscores our commitment to blending tradition with innovation in skill-based gaming. Collaborating with esteemed talents like Saif Ali Khan, Sunil Grover, Mouni Roy, Vijay Raaz, and Abhay Deol adds a unique touch to amplify the joy of playing Ludo to an even wider audience!”
Bollywood star, Saif Ali Khan added, “Zupee’s dedication to offering enjoyable and innovative gaming experiences resonates with me. Their distinctive approach to skill-based gaming sets them apart, and Ludo, a beloved classic, perfectly captures the spirit of joyful entertainment.
I am excited to contribute to an endeavor that celebrates our traditional board games while embracing contemporary gaming trends, all while weaving a playful narrative around our shared love for Ludo.”
On his association with the brand, Indian actor & comedian, Sunil Grover added, “Ludo is indeed sadiyon se India ka apna game, a timeless favorite that has brought people together for generations. Working on this campaign was definitely a blast, mixing laughs with good old memories. Working with Saif Ali Khan, Vijay Raaz, Mouni Roy and Abhay Deol to bring different eras to life and give our favorite Ludo a modern twist was a delight.”
The ‘Sadiyon Se India Ka Apna Game’ campaign is conceptualised and produced by Leo Burnett India and will span across TV, digital, print, radio, and outdoor platforms, complemented by a series of short films.
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.
