Ad Campaigns
Sumangal Banaras unveils “Kashi – The Saga 2024” campaign
Mumbai: Sumangal Banaras announced the launch of its new campaign, “Kashi – The Saga 2024.” This initiative showcases the timeless craftsmanship of Banarasi sarees, emphasizing how the essence of Varanasi’s artistry remains unchanged, just as the city’s rich narrative has stayed constant through the years.
“Kashi – The Saga 2024” celebrates the rich tradition of Banarasi sarees, underscoring that, despite the passage of time and changing narratives, the core of this exquisite craft endures. The skilled artisans and weavers of Banaras continue to uphold an age-old tradition, driven by a deep commitment to quality, artistry, and cultural heritage
At the heart of this campaign lies the dedication, patience, and precision required to craft each Banarasi saree. These garments are more than mere fashion items—they are treasured works of art, embodying the enduring legacy of Banaras craftsmanship. Unlike mass-produced, transient products, Banarasi sarees are cherished heirlooms, admired for their intricate designs, high-quality fabrics, and the stories they tell.
Varanasi’s artistry remains unchanged, much like the city’s enduring spirit. While other cities evolve with hustle and bustle, Varanasi remains distinct with its narrow lanes, peaceful rhythm, and deep-rooted traditions, preserving its rich narrative and timeless craft across generations.
Sumangal Banaras continues its 70-year tradition of showcasing Banarasi artistry to a global audience. Through “Kashi – The Saga 2024,” the company emphasizes the perseverance and dedication of its weavers, reflecting their unwavering commitment to excellence and tradition.
Sumangal Banaras co-founder Megha Lohia an eCommerce entrepreneur with a passion for data highlights how their saree collection reflects the serene beauty of Banaras and offers timeless tranquillity amidst the modern rush. With a blend of analytical insights and entrepreneurial spirit, Megha’s data-driven approach ensures the campaign’s success. The collection captures Banaras’ enduring elegance, offering a peaceful retreat from the fast pace of contemporary life.
Despite the company’s significant achievements, “Kashi – The Saga 2024” serves as a reminder that the full essence of patience, peace, and love embedded in each saree can never be fully captured; it must be experienced. This campaign is a testament to the lasting impact of Banarasi craftsmanship and its continued evolution, honouring the enduring legacy of this esteemed tradition.
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.
