Ad Campaigns
Jindal Stainless celebrates Diwali with #SwitchToStainless for a greener future
Mumbai: Jindal Stainless, India’s largest stainless steel producer, launched a compelling new video this Diwali, encouraging people to #SwitchToStainless for a cleaner, more sustainable celebration. As India’s plastic waste surges to 9.3 million tonnes annually, the video joins the growing movement against plastic pollution, urging everyone to embrace sustainable, reusable materials in festive traditions.
With a playful, tongue-in-cheek approach, the video highlights the rampant plastic waste generated during the holiday season and shows how stainless steel can be effortlessly integrated into Diwali celebrations. Through vivid visuals, the campaign illustrates everyday instances where stainless steel can replace single-use plastic, advocating for a shift toward eco-friendly choices.
Jindal Stainless, head of corporate communications, Sonal Singh shared her thoughts on the campaign: “This video is a metaphorical take on the need to remember our responsibilities even in the midst of festivities – an undertaking that unearths our true spirit and character – of living in harmony with nature. At Jindal Stainless, our vision is to create a greener tomorrow, and this video is a small effort of our larger commitment to driving sustainable choices. We envision Diwali to be a celebration of not just light, but also conscious living, ensuring a cleaner, greener future for generations to come.”
The video emphasises stainless steel’s durability, recyclability, and role in promoting a zero-waste lifestyle. With this campaign, Jindal Stainless aims to inspire eco-consciousness this Diwali, spotlighting stainless steel as an ideal sustainable material to reduce waste and pollution.
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.
