Ad Campaigns
MPCB’s ‘Shahanpan Dega Deva’ campaign drives action for a cleaner environment
Mumbai: The ‘Shahanpan Dega Deva’ campaign, led by Maharashtra Pollution Control Board (MPCB) chairman Siddhesh Ramdas Kadam has made remarkable strides in raising awareness about pollution reduction and sustainable practices within our communities. This initiative has successfully engaged participants, inspiring them to take meaningful action toward a cleaner environment.
The campaign’s impact is evident through various outreach methods, including billboards and digital ads that highlight the importance of environmental stewardship. Kadam stated, “The Shahanpan Dega Deva campaign has proven that collective action can lead to a substantial impact. Together, we have empowered individuals to take responsibility for our environment, making strides towards protecting our environment from harmful polluting effects on our river/lake bodies in the city while respecting our religious beliefs. This is just the beginning.”
In 2023, the city bore witness to approx. 76,000 eco friendly Ganesh idols which were immersed in 191 artificially created ponds. But this year with the ‘Shahanpan Dega Deva’ campaign, MPCB sought to increase awareness and encouraged the citizens to make smarter and environmentally friendly decisions. The direct impact was that the city bore witness to more than 82,000 eco-friendly idols being adopted by the citizens of Mumbai this year with immersions in 204 artificial ponds across the city. This awareness campaign exemplified MPCB’s commitment to creating a greener and cleaner environment for future generations.
In the upcoming festive season, MPCB is committed to raising awareness about the importance of sustainable practices by announcing plans for additional educational campaigns, to further their commitment to pollution reduction, noise control, and improving air quality. By continuing to foster awareness and responsible practices, MPCB aspires to make a lasting difference in the communities.
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.
