Ad Campaigns
coto supports women’s mental health with ‘Noise-free Diwali – Kill The Inner Noise’ campaign
Mumbai: With the celebration of the festive season on a high and the sounds of Diwali already begun to ring into our lives, coto, a social community platform exclusively for women, launches ‘Noise-Free Diwali – Kill the Inner Noise’ campaign. Emphasising the importance of mental health and inner peace, this initiative aims to empower women to quiet the mental clutter and anxiety that are often heightened during this season. Thus, making space for genuine joy and meaningful connections with family and friends.
The campaign’s digital showcase includes captivating videos and stories, featuring relatable insights while highlighting the importance of seeking expert advice on managing family dynamics, finding balance, and prioritizing mental health during Diwali. Encouraging women to share their own experiences with festive stress and join the movement of a noise-free, mentally healthy Diwali, live webinars featuring mental health and relationship experts such as Dr. Mona Gujral & Pragya Arora will be hosted alongside interactive and engaging polls.
On the campaign launch, coto founder & CEO Tarun Katial said, “The festive season is known to bring joy and light in everyone’s homes and lives, but it often puts additional pressure on individuals especially women to meet familial and social expectations, sometimes at the expense of their mental well-being. This campaign reflects coto’s commitment towards addressing such pressures that women experience by offering access to expert guidance to prioritize their inner peace and celebrate the spirit of Diwali in its true sense.”
Through the campaign, coto underscores its mission to offer a safe space and reliable support for women, ensuring they don’t have to go through the pressures of familial and social expectations alone. Thus, urging women to choose peace over noise, both externally and internally, and embrace the festivities while prioritizing mental clarity and emotional balance.
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.
