Ad Campaigns
Newgen Software’s BAD & MAD campaign made waves on Women’s Day
Mumbai: Newgen Software’s innovative campaign, “BAD & MAD”, launched on International Women’s Day 2024, has garnered international acclaim, recently being featured on the prestigious platform, Ads of the World. This recognition highlights the campaign’s unique approach to celebrating gender equality and empowerment in the corporate world.
The BAD & MAD campaign successfully challenged traditional narratives by spotlighting the roles of women and men in fostering gender parity in the workplace. It creatively portrayed ‘BAD’ (be a differentiator) women and ‘MAD’ (making a difference) men, breaking stereotypes and promoting a gender-inclusive environment.
Newgen Software CMO Runki Goswami highlighted the campaign’s core message, “At Newgen, we believe in fostering an environment where everyone, irrespective of gender, can thrive and lead. The ‘BAD & MAD’ campaign is our way of honoring the incredible women and supportive men in our industry. Being featured on Ads of the World is not just an honor, but a reinforcement of our belief in diversity and equality.”
“This campaign has successfully echoed our ethos, and we’re thrilled to see the positive response it has received globally,” Goswami added.
Buffalo Soldiers co-founder & CEO Sumon K Chakrabarti shared his thoughts on the campaign’s success: “We always believed that the BAD & MAD campaign had the potential to make a significant impact, and being featured on Ads of the World is a testament to that belief. It’s not just about celebrating women’s achievements; it’s about acknowledging the collaborative effort that’s essential for true progress in gender equality. We’re proud to have been part of this groundbreaking initiative.”
The BAD & MAD campaign was lauded for its creative approach, blending powerful messaging with innovative visuals, especially its adept use of motion graphics, which made it stand out in the digital landscape. The campaign’s focus on not just empowering women but also involving men as active supporters of gender equality has set a new benchmark in corporate gender parity initiatives.
Newgen Software’s recognition on Ads of the World not only signifies the campaign’s creative triumph but also underscores the company’s ongoing dedication to fostering an inclusive and diverse corporate culture.
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.
