Ad Campaigns
PM Modi endorses ‘Saving Our Stripes’ campaign
Mumbai: The Prime Minister’s Office took to Twitter to endorse The Times of India’s (TOI) impactful “Saving Our Stripes” campaign, a major boost to tiger conservation in India.
In a tweet, the PMO said, “This is a good effort by the @timesofindia group towards highlighting the importance of tiger conservation. Thanks to the people, our nation has made commendable strides in this area.”
The Saving Our Stripes campaign was launched by TOI in 2023 to celebrate the success of Project Tiger, raise awareness, and mobilise action to safeguard endangered tiger populations. The campaign has since garnered widespread support from the public, government, and private sectors.
The campaign has also released special Tiger Anthem films, curated by celebrated artists, including S. Nallamuthu (a National Award-winning wildlife cinematographer) and Shantanu Moitra (composer and musician for Bollywood films such as 3 Idiots and Parineeta).
The Tiger Anthem films have been viewed over 38 million times across platforms and has been praised by wildlife experts and conservationists alike.
The “Saving Our Stripes” campaign is a critical step in the fight to save India’s tigers. With the support of the PMO and the public, the campaign can make a real difference in the lives of these iconic creatures.
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.
