Ad Campaigns
Parle goes outdoors with new litter free campaign
MUMBAI: Media and manufacturing industries are abuzz with talks of Parle Products new Out Of Home (OOH) campaign in Delhi-NCR that upholds its pan India ‘Litter Free’ CSR project, backed by television ad campaigns.
Parle Products general manager marketing Pravin Kulkarni said, “The OOH campaign is aimed at capturing our youth’s attention, in their environment, with peers and passers-by; prompting conversations and driving them to take responsibility and stop littering. We are already seeing that littering has reduced in targeted locations.”
This high decibel awareness campaign, which took Cyber City and Cyber Hub by storm, has been developed by Havas Media Group’s OOH and activation brand Havas Media Active, whereas the TV commercial (TVC) and poster has been created by Thought shop Advertising and Film Productions chief creative director Vipin Dhyani.
When queried about their choice of venue, Havas Media Group India CEO Anita Nayyar explained, “We decided to take the OOH route and zeroed in on Delhi-NCR to catch en-mass this audience. To give a sense of scale, only Cyber City has 4 lakh working professionals and 50,000 visitors every day, which this campaign is addressing.”
As part of the campaign, OOH TV screens in buildings are playing three variations of the Parle Litter Free TVC – the Corporate Boss, the Class Monitor and Lady in the Shopping Mall looking for Mr. Clean. Along with captivating messages like – “Apnegharkosaafrakhnasabkoatahai. Tohsadkonkokyonahin?” and “Yehkachrewala ka kaamhai. It’s everyone’s responsibility,” the campaign makes it impossible for passersby to ignore the message.
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.
