Ad Campaigns
Jindal Stainless launches Diwali campaign to promote plastic-free festivities
Mumbai: Jindal Stainless has launched its latest Diwali campaign, ‘Switch to Stainless’, to inspire a plastic-free celebration. Conceptualised by Social Panga, the campaign urges consumers to opt for reusable, sustainable materials as a step towards reducing plastic pollution. With India ranking as the world’s largest plastic polluter at 9.3 million tonnes (Global Plastics Treaty report), the campaign comes as a timely appeal to embrace sustainable habits.
The campaign video, which strikes a playful tone, highlights the excessive plastic waste generated during festivals. Through vibrant visuals, the video showcases how stainless steel can easily replace single-use plastics, seamlessly integrating into festive rituals to create a cleaner Diwali experience.
Jindal Stainless, head of corporate communications, Sonal Singh shared, “This video serves as a metaphorical reminder to uphold our environmental responsibilities, even during celebrations. At Jindal Stainless, our vision is a greener tomorrow, and this video is part of our ongoing commitment to foster sustainable choices. We aim to celebrate Diwali as a festival of light and conscious living, ensuring a cleaner, greener future for generations to come.”
Social Panga co-founder, Gaurav Arora explained, “Diwali is a time of joy and reflection on how our choices impact the environment. We’ve been building the #SwitchToStainless message with Jindal Stainless, encouraging sustainable choices that don’t sacrifice quality or style. This Diwali film captures that ethos, engaging audiences with an imaginative take on eco-friendly celebrations.”
The campaign underscores stainless steel’s recyclability and durability, promoting it as an ideal zero-waste solution. As a key part of Jindal Stainless’ broader sustainability initiatives, the video aims to build an eco-conscious society by advocating for a lasting commitment to sustainability.
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.
