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Berger Paints joins HIDCO to paint the city of joy in vibrant hues for the G20 Summit
Mumbai: Berger Paints India Ltd. joined hands with HIDCO to paint Kolkata in bright hues and prepped the city of joy for the G20 Summit. Headquartered in Kolkata, Berger Paints holds an age-old connect with the city and stands witness to its evergreen charisma. As a result of which, when the brand was approached by HIDCO to help them execute their idea of decorating certain parts of New Town, Rajarhat, with wall murals for the G20 Summit, the brand promptly agreed to be an active participant and contribute to the initiative at its best capacity.
Berger Paints as a brand has always encouraged innovative minds to paint their imaginations, and this activity gave them a shining opportunity to contribute to the purpose. While Kolkata was all set to welcome global delegates at this prestigious event, it became equally important to deck up the city in a way that reflects the charm which the city of joy has always been known for. Three well-known young artists were selected to paint the walls of some of the government properties in New Town, Rajarhat. With this activity, Berger Paints stepped into its hundredth year of operations, sprucing the city, from where they had started their journey back in 1923.
The graffities not only presented an unadulterated form of art to the viewers but also enriched them with various social messages. From the Royal Bengal Tiger to the charm of age-old trams, the murals encapsulated everything that spoke vividly about Kolkata in particular and West Bengal at large.
Berger Paints Ltd. managing director and CEO Abhijit Roy said, “We are happy to be able to collaborate with HIDCO for the prestigious occasion of G20 Summit 2023 which was held in our own city. Now that we are stepping into our hundredth year of operations, it fills us with immense joy that we could contribute to such a purpose where the sole intent is to beautify the city of joy. We believe it is our responsibility to constantly support the ongoing initiatives and introduce concepts which can leverage the whole process of making the city look beautiful as always.”
WBHIDCO Ltd. managing director Debashis Sen said, “Because of the G20, the whole of Kolkata is dressing itself up. That is why, as a part of the whole sprucing-up programme we have taken up HIDCO, a scheme of painting murals through well-known young artists. We are very happy to note that our appeal to Berger Paints to be a part of this dressing up scheme for India, for Bengal, for Calcutta, if they could join hands by giving some paints to the artists as they require. They have been very generous in this, and they have given it to us, and we have made use of it through our artists in making very brilliant wall murals, depicting various facets of Bengal. We are thankful to the artists and my team, to Berger Paints, and especially its MD, Abhijit Roy, who was very kind enough to react very quickly that yes, together we want to make India, international standard.”
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.
