Ad Campaigns
Sterling wins Creative Media Award for #WhatIReallyReallyWant
MUMBAI: Sterling Media, an international business and communications consultancy head-quartered in London, was presented the prestigious Creative Media Award at the Asian Media Awards 2016 for the #WhatIReallyReallyWant campaign, which they launched with partners Project Everyone. The award is the second consecutive accolade awarded to Sterling Media by Asian Media Awards. Sterling CEO & MD Natasha Mudhar was presented the Media Personality of the Year Award in 2015.
Sterling Media orchestrated the entire global communications campaign for the short film #WhatIReallyReallyWant which received a staggering 150 million views and more than 1.6 million YouTube views in the first few days of launch. The film was also shared by global names including Victoria Beckham, Richard Branson and Emma Watson.
On the 20th anniversary of the release of the Spice Girls’ Wannabe video, an updated version of “#WhatIReallyReallyWant” was launched in July 2016 marking 20 years of Girl Power. The film reflected the voices of girls and women all over the world telling world leaders what Goals they ‘really really want’ to be achieved to help improve their lives. The film was directed by MJ Delaney of Moxie Pictures and featured artists from around the world including Gigi Lamayne and Moneoa from South Africa, Seyi Shay from Nigeria, Bollywood actress Jacqueline Fernandez from Sri Lanka, M.O from the UK, Taylor Hatala from Canada and Larsen Thompson from the USA.
The viral video launched online and in cinemas all over the world with a call to action for people everywhere to share a picture of #WhatIReallyReallyWant for girls and women.
Speaking about the award, Mudhar said,“On behalf of everyone at Sterling Media we are so thankful to the event organisers, and the esteemed judges for awarding us this wonderful accolade for the short film we launched with our partners Project Everyone – #WhatIReallyReally Want.
Sterling has been engaged in a number of other high profile projects. These include the launch of a $9 trillion bauxite project in New Guinea; directing the global communication strategy for the US Government’s GODAN (Global Open Data on Agriculture & Nutrition) Summit 2016 – the largest-ever event dedicated to open data in agriculture and nutrition to end hunger; the launch of the Worlds Largest Lesson India initiative which aims to teach every child in India a lesson about the Sustainable Development Goals; and managing the India and Africa strategies for the Jamie Oliver Food Foundation to tackle child malnutrition.
<iframe width=”600″ height=”315″ src=”https://www.youtube.com/embed/sZQ2RUFd54o” frameborder=”0″ allowfullscreen></iframe>
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.
