Ad Campaigns
Panasonic’s initiative #DiwaliWaliSafai turns five
Mumbai: To mark International E-waste Day, Panasonic Life Solutions India has announced the fifth edition of its flagship #DiwaliWaliSafai campaign. According to a United Nations Trade and Development (Unctad) report published in 2024, India saw the highest 163 per cent growth globally in generating electronic waste from screens, computers, and small IT and telecommunication equipment (SCSIT) between 2010 and 2022. The campaign is Panasonic’s take on addressing the rising problem of e-waste management and sensitizing consumers around the need for responsible collection, disposal, and recycling.
As part of the #DiwaliWaliSafai campaign, starting 14th October, Panasonic is hosting an exciting contest on its social media platforms. The contest encourages consumers to take part in responsible e-waste disposal. Participants can visit the Panasonic’s authorised D2C website, where they can submit their details for free-of-cost home pick-ups of e-waste collection of large appliances or get assistance in identifying the brand’s closest e-waste collection centre. To express our gratitude, consumers who actively contribute to e-waste recycling will have the chance to win exciting Panasonic products.
Commenting on the campaign, Panasonic Life Solutions India, Panasonic Marketing India managing director, Fumiyasu Fujimori said, “E-waste, comprising of discarded electronic devices such as smartphones, computer parts, wires, circuit boards, calculators, gaming consoles, motherboards etc. is turning into a growing concern worldwide. The Global E-waste Monitor 2024 reports that 62 billion kg of e-waste was generated globally in 2022. At Panasonic, we are deeply committed to contributing to a sustainable future through our business operations. From leveraging eco-friendly technologies and promoting renewable energy sources to organizing environmentally focused initiatives like tree plantation drives and responsible e-waste awareness campaigns, every action we take is aligned with our goal of sustainability and societal development. We strive to make a positive impact on the environment while encouraging our consumers to do the same.”
Panasonic Life Solutions India head corporate communications and CSR, Pooja Garg Khan highlighted, “Initiated in 2020, with #DiwaliWaliSafai, Panasonic is calling upon everyone to proactively become agents of change and responsibly manage e-waste. At Panasonic, we are committed to building a sustainable future, aligning with Panasonic Green Impact’s principles, we have collected 55,272 metric tons of e-waste since the year 2020. Our campaign has been winning hearts for years now, and this year too, we have renewed it to build on the momentum and urge more consumers to join hands for a more sustainable future.”
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.
