Ad Campaigns
First book on real beauty at Jaipur Literature Fest
MUMBAI: Amidst the literary spirit that had taken over the country recently, Dove gave an opportunity to women to share their idea of beauty.
Spread over four days, Dove partnered with Indian women on Twitter to write four unique stories around real beauty. The book called ‘Real Beauty Stories’ is a compilation of stories using real-time tweets by real women. The stories highlighted varied perspectives on beauty and questioned conventional ideas around the same. It was released on Twitter on the last day of the Jaipur Literary Fest.
On ground, a distinguished panel also fuelled the conversation on real beauty during the event. It featured eminent personalities like Dr. Shashi Tharoor, Javed Akhtar, Anuja Chauhan, Nandana Dev Sen, Shoma Chaudhury and Marie Brenner; who debated and discussed the influence of Literature vs. Cinema in shaping the beauty ideals in the country.
On the association with the Jaipur Literature Fest, Guntas Randhawa, Brand Manager – Dove, said, “Dove has always been an advocate of real beauty. And to take this idea of beauty forward in India, we need people who believe in the same and can initiate the debate. The association with Jaipur Literature Fest was only natural. The Real Beauty Stories book helped us take the conversation to over 17 million women online.”
Burzin Mehta, Group Creative Director, OgilvyOne Worldwide, the agency that thought of the idea said, “Real Beauty Stories is an attempt at challenging the narrow beauty ideal in India, which has been defined by society, cinema, literature, family and fairy tales. We wanted to give women a chance to define beauty their way. And crowdsourcing a book on beauty by real women allowed us to do that in an interesting and thought-provoking way”
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.
