Ad Campaigns
Pathkind Labs releases digital film – ‘Hum Fark Nahi Karte’
Mumbai: Pathkind Labs, a renowned name in the world of diagnostics, has released a digital film that is a part of the brand’s long-standing campaign, ‘Hum Fark Nahi Karte’. The campaign has been conceptualised and executed by Social Panga, the integrated creative and digital marketing agency.
The series propagates bringing about equality and changing mindsets while raising voices against social stigmas, taboos, and other aspects of discrimination. The latest in the series drives the narrative towards the plight of North-east Indians prone to varying facets of discrimination stemming from racial and cultural biases.
The film encircles the prejudice faced by Emmanuel who hails from Mizoram and has travelled to the northern region of the nation to make his career in the diagnostic industry as a phlebotomist. Being an open letter to the unfairness with which north-eastern Indians are treated in their own country, the film banks on humane qualities like friendship, kindness, forgiveness, and others that enable one to transcend bigotry and step into a future that is equal.
Speaking of the perspective-defining approach, Pathkind Diagnostics Pvt Ltd MD and CEO Sanjeev Vashishta stated, “We at Pathkind are of the firm conviction that discrimination of any sort, whether it is on account of colour, religion, creed, caste, or gender of the people should be stemmed forthwith. We are a company of people who believe in the doctrine of ‘One country – One people. What makes our country so fascinating is its vibrant and kaleidoscopic culture which binds us all to bring out “Unity in Diversity”. To uphold our belief, we offer all our team members equal opportunity to grow and shine in their respective domains”.
Social Panga co-founder Himanshu Arora – the brand’s digital marketing agency, said, “It gives us immense pleasure to be associated with Pathkind Labs for such endeavors not only to bring about societal change but also constitute a powerful voice that shall keep echoing in the times yet to come. While the film focuses on one set of communities facing discrimination, our digital outreach for this film, transcended into sensitising people about larger cultural discrimination that’s rampant in our country while staying focused on spreading the message of access to good healthcare for all”.
The film will be promoted across all digital channels of Pathkind Labs and its partner networks.
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.
