Ad Campaigns
Sirona launches #ReuseKaroSaveKaro campaign
Mumbai: Sirona, India’s leading FEMTECH brand renowned for its award-winning feminine hygiene products, has launched the inspiring #ReuseKaroSaveKaro campaign to highlight the issue of menstrual waste this World Environment Day. The campaign aims to raise awareness about the importance of reusability and sustainability in menstrual care and promote eco-friendly alternatives like the Sirona menstrual cup. By educating and empowering menstruators about the benefits of reusable menstrual cups, Sirona encourages the adoption of sustainable alternatives. Each Sirona menstrual cup can last up to ten years, aligning perfectly with the ethos of reusability ingrained in our culture.
The video campaign showcases a narrative where a girl encourages her friend to adopt the Sirona Cup. Initially hesitant due to her attachment to traditional practices, the friend is convinced when the protagonist explains that Sirona menstrual cups align with their cultural values, and also last for up to ten years. The video aims to emphasise the compatibility between reusable menstrual cups and tradition, urging viewers to embrace sustainable alternatives. Additionally, the campaign includes regional language versions of the video to broaden its impact and reach.
Sirona has undertaken a robust educational campaign, including webinars, videos, social media content, and blogs, to drive the adoption of the Sirona Cup. This concerted effort has resulted in over 18 lakh women in India choosing the Sirona cup as their preferred menstrual product, solidifying Sirona’s position as the highest-selling menstrual cup brand in the country. Additionally, through its social arm, the Sirona Hygiene Foundation, Sirona conducts period health and sustainable menstruation seminars for the underprivileged and donates menstrual cups to underprivileged menstruators who do not have access to proper period products.
The alarming statistics surrounding sanitary pad waste cannot be ignored, with over seven billion pads ending up in landfills each year, and each pad taking over 500 years to decompose. A 2016 CHOICE study revealed that menstrual cups and period underwear have a significantly lower environmental impact than tampons and pads, while disposable products like pads can take 500-800 years to biodegrade, contributing to landfill waste. By choosing reusable menstrual cups like Sirona’s, individuals can significantly reduce this negative environmental impact. With a lifespan of up to ten years, the Sirona Cup plays a pivotal role in the efforts to preserve our planet for future generations.
Sirona co-founder & CEO Deep Bajaj said, “With Sirona’s #ReuseKaroSaveKaro campaign, we invite individuals to break free from the conventional disposable mindset and adopt a more eco-conscious approach. It is a call to recognise that sustainability is not merely a trend but an integral part of our culture. By embracing reusable menstrual cups, we can collectively contribute to a more sustainable future. Sirona is proud to lead the way in promoting this transformative change and empowering individuals to make a tangible impact. Join us as we celebrate our traditions, embrace sustainability, and pave the path for a harmonious coexistence with our planet. We have created an awareness video in multiple regional languages to ensure that we reach even the most remote corners of the country.”
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.
