Ad Campaigns
#IAmGreenArmy, campaigns Mahindra Lifespaces
MUMBAI: Mahindra Lifespace Developers, the real estate and infrastructure development arm of the Mahindra Group, has launched #IAmGreenArmy, a social media campaign.
Combining online and offline initiatives and spearheaded by creative digital media firm Gozoop, #IAmGreenArmy leverages Twitter and Facebook to enhance awareness of sustainable living habits and choices. In its third year, Green Army by MLDL is an outreach programme that identifies children as primary change agents, and aims to inculcate resource-conscious behavior, while encouraging them to spread the word amongst friends and family.
MLDL VP – Marketing & CRM Sunil Sharma said that, with social media today universally acknowledged as an effective medium to facilitate a meaningful exchange of ideas, they hoped the campaign will bring together all the stakeholders to ensure a sustainable and healthy future for the planet.”
Gozoop co-founder & CEO Ahmed Naqvi said that Mahindra Lifespaces’ #IAmGreenArmy encouraged citizens to make better choices that have a lasting impact on the society.
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.
