Ad Campaigns
82.5 Communications launches the Ghadi detergent campaign
Mumbai: Ghadi detergent powder is built on the back of science and continuous evolution over the years. The new improved Ghadi detergent powder is out there to change the age-old belief that you need to soak clothes for at least half an hour for effective cleaning. The new Ghadi’s mahashaktishali formula now has shakti-booster granules that begin deep cleaning of your clothes instantly. Ensuring women spend less time washing clothes and get more time for themselves. This is the largest and biggest change that the brand is undergoing since inception. It’s more than revamping the product and packaging but an evolution of the brand tonality and imagery.
Speaking on this, RSPL Ltd. JMD Rahul Gyanchandani said, “At RSPL we are committed to keeping the customer at the heart of everything we do. We constantly push ourselves to meet not just the expressed but even the latent needs of our customers. With the changing times, we knew that the woman of today is hard pressed for time and we wanted to make her life better. Therefore, I am pleased to inform you of the launch of our new formulation. This is not just an evolution, this formulation will make a real difference to the consumer’s life. I congratulate the team for a massive campaign, Bachchan talking about the problems of the consumers and offering a solution to it with India’s No.1 Ghadi detergent powder.”
82.5 Communications CCO Mayur Varma added, “I am excited to be a part of the launch of new Ghadi detergent powder which is going to fundamentally simplify the way mass India washes clothes. An unprecedented offering needed an unprecedented image. Thus, was born the idea of Amitabh Bachchan in a bucket question, ‘Kapadon ko aadhe ghanta kyun bhigana padta hai?’ We are hoping this stark image will urge consumers to question the norm too and appreciate the technology advancements in the new Ghadi.” As per Chandana Agarwal, President 82.5 Communication North and East, “The brand takes the big bold step of questioning a norm that has defined the category usage – The 30 minutes of soak time. This norm is not just questioned but broken with great aplomb. “Ab kapdo ko aadha ghanta bhigona kyon?” is the central thought of the campaign. We are very proud and excited to be a part of this new ‘Ghadi’. The ambitious campaign has been shot by Apocalypso Productions.”
82.5 Communications North executive creative director Preeta Mathur added, “Soaking clothes and then waiting seems like you are tied to the bucket and are stuck. For this, we got Big B in a bucket along with other women! Tired of being stuck he breaks free and introduces the new Ghadi detergent powder with Shakti boosters that starts working on the clothes instantaneously and frees women to do more. A lot more is coming as part of this massive new Launch, keep watching this space. Here’s hoping that India shall be soon questioning the norm and asking, ‘Ab kapdo ko aadha ghanta bhigona kyon?”
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.
