Ad Campaigns
FCB India and Rohit Chawla launches ‘The Politics of Hair’ campaign
Mumbai: FCB India and Rohit Chawla launched a campaign, ‘The Politics of Hair,’ to highlight the age-old patriarchy observed in various cultures across the globe.
The Politics of Hair is the history of Hair and Her – given the news space and the headlines that history has denied it – a newspaper that will connect the dots and make you see for yourself that a woman’s hair is never about the woman’s hair.
The Film and installations displayed at India Art Fair, Delhi, show the cutting of hair as an act of rebellion against those who seek to control a woman’s agency by controlling her hair.
The campaign is the brainchild of Chawla, a contemporary photographer, who spent nearly two decades in advertising at JWT before moving out to start his own design and film production company along with Swati Bhattacharya, Creative Chairperson, FCB India. Song has been composed by Aanon H Siddiqua, a London-based Bangladeshi musician and performing artist.
Speaking on the campaign’s launch, Bhattacharya states, “Unravel the history of a woman’s hair, and you unravel a history of subjugation that cuts across cultures, nations and generations. ‘Hair and Her’ calls for a clean cut with this past – asking every viewer to play a part in a plea for a freer future.”
Chawla added, “The dialogue around women, their place in society and the physical representation of this power dynamic is something that not only affects each one of us; it’s a conversation we all need to be part of.”
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.
