Ad Campaigns
The LEGO® Group ignites the spirit of giving with #BuildtoGive campaign in India
Mumbai: Children’s Day is a delightful occasion that effortlessly brings smiles to all faces, serving as a nostalgic reflection on countless childhood memories. Beyond being just a day, it encapsulates the essence of joy. For every child, owning a LEGO® set is the ultimate dream gift. Recognizing the profound significance of this, The LEGO® Group is embracing the spirit of Play and the joy of giving through #BuildToGive, contributing to making this Children’s Day even more meaningful. For each heart constructed using LEGO® Bricks and shared on social media or LEGO.com with the hashtag #BuildtoGive, the LEGO® Group pledges to donate one set to a child in need. This initiative encourages everyone to express their creativity, spreading the infectious joy of imagination and, more importantly, fostering hope, smiles, and a spirit of generosity. It aims to empower creativity for a purpose, instilling values such as empathy, kindness, and the pure bliss of giving.
The #BuildToGive initiative forms part of the LEGO® Group’s broader ‘Play is Your Superpower’ campaign, designed to encourage families to prioritize playtime. This festive initiative urges individuals to consider the transformative influence of Play as a meaningful gift during the holiday season. Within the ‘Play is Your Superpower’ initiative, the campaign illustrates how LEGO® Play can turn ordinary family moments into extraordinary ones. The central message emphasizes that Play cultivates superpowers or skills in children, including creativity, confidence, and problem-solving, contributing to their well-being both now and in the future.
“At the LEGO® Group, we believe in inspiring and developing children. Through Build to Give, we want to gift the superpower of Play to those who are less fortunate. The initiative thus not only celebrates creativity and imagination but also underscores the vital skills of problem-solving, collaboration, and resilience that emerge through Play,” said The LEGO® Group India marketing director Bhavana Mandon.
The LEGO® Group invites everyone to participate in Build to Give 2023, encouraging collective efforts to spread joy and make a positive difference in the lives of children. Share your hearts on the Small Hands, Big Dreams Instagram page with #BuildtoGive.
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.
