iWorld
Facebook introduces immersive product for advertisers
MUMBAI: Facebook has launched a new product called Canvas for advertisers, which allows them to combine video, photographs and copy in an ad.
Canvas was originally announced in September last year. These immersive advertisements aim to draw more attention of the user into their ads, by blocking out all other content. When users click a Facebook News Feed ad connected to Canvas, it opens a full-screen, rich media page inside of Facebook rather than forcing users to wait for a mobile website to load.
In a blog post, Facebook said, “We’re committed to building great mobile experiences for people and doing so also opens up new creative possibilities for advertisers. We’ve invested in engaging experiences like video and the carousel format to empower advertisers with more creative space to share their brand and products on mobile.”
Said to load 10 times faster than other ads would otherwise, Facebook also stated that in their research 53 per cent of people viewed more than half of the ad and average view time was 31 seconds. Currently, these ads are available for Android and iOS, while the social media giant evaluates how to expand this option to other versions and apps such as Instagram.
“This space was designed and invented and inspired by our relationship with the creative community,” Facebook CCO Mark D’Arcy said at a press event.
Canvas is an evolution of the earlier Carousel ads, which allowed users to swipe through multiple product or brand photos if they were interested in more information.
iWorld
Matka King campaign turns Mumbai into a city of cards
Massive card billboard, buses and shelters recreate 1960s Bombay.
MUMBAI: Mumbai isn’t just shuffling traffic this week, it’s dealing in drama, one card at a time. A high-impact outdoor campaign for Matka King has quite literally taken over the city, transforming everyday streets into a living, breathing throwback to the world of 1960s Bombay. At the centre of the spectacle is a towering billboard near the city’s T1 airport, created by visual artist Rob, assembling hundreds of playing cards into a striking portrait of Brij Bhatti, the infamous Matka King portrayed by Vijay Varma. The installation doesn’t just sit on the skyline; it commands attention, pulling eyes upward in a city otherwise known for looking straight ahead.
But the campaign doesn’t stop at a single visual. The streets themselves have been drafted into the narrative. Vehicles wrapped entirely in vintage playing card designs are cruising through Mumbai, while bus shelters constructed to resemble houses of cards have begun appearing across key locations. The effect is immersive less an advertisement and more a temporary rewriting of the city’s visual language, where modern Mumbai briefly slips into a stylised past.
The campaign leans heavily into experiential storytelling, extending the show’s world beyond screens and into public spaces. By using tactile, physical installations rather than purely digital amplification, it taps into a growing trend in entertainment marketing where scale, spectacle and shareability converge to create cultural moments rather than just promotional bursts.
Created by Abhay Koranne and directed by Nagraj Popatrao Manjule, the series features a wide ensemble cast including Kritika Kamra, Sai Tamhankar, Siddharth Jadhav and Gulshan Grover, among others. Produced under banners including Roy Kapur Films, the show is currently streaming on Prime Video across India and more than 240 countries and territories.
For now, though, the real action isn’t just on screen, it’s unfolding at traffic signals, bus stops and billboards. In a city that rarely pauses, this is one campaign that has managed to stop people mid-step and deal itself straight into public attention.
