Ad Campaigns
HUL launches ‘The Bin Boy’ campaign to stress on waste segregation
Mumbai: When it comes to waste segregation, most people have accepted its importance but not their own responsibility. Now, Hindustan Unilever Ltd (HUL), via a light-hearted yet powerful film, brings that responsibility to our doorsteps, literally.
The film titled ‘The Bin Boy’ is made by Ogilvy Mumbai for HUL’s CSR initiative. It revolves around a unique protest by a young boy that garners a lot of attention. The premise and build-up of the narrative are disruptive enough to drive home the seriousness of the message. The video underscores the importance of segregating wet, dry and hazardous waste separately, every day.
“We needed to find a striking solution to make an unmissable point about the importance of waste segregation,” say Ogilvy India chief creative officers Kainaz Karmakar and Harshad Rajadhyaksha on the thought behind the creative. “While enough people have heard about the need to segregate, it is still a distant, global issue to most. To inspire action, we had to make the issue personal, and do so in an exciting, entertaining way. That’s where we believe this visual disruption of a boy in a bin will capture people’s mind-space. We are also very happy with the way our film director, Buddy, has brought alive the story in such a fun, engaging way leading up to what the boy has to say; which people realise is no laughing matter after all.”
“The need for urgent action on the issue of waste segregation has never been greater,” says HUL chairman and managing director Sanjiv Mehta. “At HUL, we recognise our role in this context and have been working with leading agencies in the space and the Government to drive what is a simple, positive action that each of us could do. We work towards empowering communities to reach the goal of swachhata and a zero-waste circular economy. Children are the strongest advocates of change in society and are also the strongest drivers. We believe that our latest campaign with a child protagonist will inspire and unite citizens to create a waste-free, greener tomorrow.’’
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.
