Ad Campaigns
JK Paper unveils its Teacher’s Day campaign
Mumbai: To mark Teacher’s Day, JK Paper has unveiled a film that highlights the relationship between teachers and students. The film focuses on Sumeet Sanjay Patil, an art teacher at Snehajyoti Nivasi Blind School in Ratnagiri District, Maharashtra, who has developed an innovative approach to tactile learning. Sumeet has taught over 1,000 visually impaired students to paint using his “Rang-Gandh” technique, which links colors to fragrances. This method encourages students to paint and boosts their confidence, showing that art can be experienced through senses other than sight. Some of these paintings have been exhibited across the country and used to raise awareness.
This campaign is not just a tribute to Sumeet and all the teachers but a celebration of the human spirit’s resilience and creativity.
Set against the contrasting backdrops of Mumbai’s bustling city and the serene Konkan villages, the film narrates Sumeet’s journey as he introduces his visually impaired students to art and creativity. It begins with a blank canvas, symbolizing the untapped potential in every child. As the story unfolds, viewers see Sumeet’s innovative methods—linking colors to fragrances and using 3D outliners—that allow his students to experience and create art in a tangible way.
The narrative includes testimonials from students, sharing their fears, struggles, and eventual triumphs, highlighting the impact of Sumeet’s teaching. His commitment goes beyond the classroom in Mumbai, extending to the remote villages of Konkan, where he brings his unique art education to ensure every child has the opportunity to explore their creativity.
The film concludes with a message featuring the students’ vibrant, textured artworks that tell their stories through touch rather than sight, representing the possibilities that emerge when imagination is nurtured by a dedicated teacher.
JK Paper chief of sales & marketing Partha Biswas commented on the campaign, “This Teacher’s Day, we wanted to shine a light on the incredible impact that teachers like Sumeet have on their students, especially those with special needs. His innovative approach to teaching art is not just a lesson in creativity but a testament to the power of tactile learning. The objective of this campaign is to highlight the crucial role of teachers in shaping the lives of their students, particularly those with special needs. It also emphasizes the importance of creating opportunities for differently abled individuals to express themselves creatively. Just like our teachers are dedicated towards playing a crucial role in shaping the lives of their students, JK Paper is also dedicated towards shaping an eco-friendly world. Our paper is sourced from 9.50 lakh acres of Agro Social Farm Forestry Program, which not only supports sustainable practices but also provides livelihoods for close to 1,30,000 farmer families.”
The campaign highlighted how visually impaired students connected with JK Paper on a tactile level. The texture, weight, and feel of the paper became their canvas, enabling them to perceive art through touch and creating a strong emotional bond with the medium. For these students, JK Paper is more than just a medium; it’s a source of emotional expression. The feel of the paper evokes emotions and allows them to create art that reflects their experiences, making it an integral part of their artistic journey. The connection between the students and JK Paper reflects the brand’s commitment to making a difference in the lives of those with special needs. JK Paper honors teachers like Sumeet, who go the extra mile to ensure every student has a chance to shine.
By showcasing this film, JK Paper and Snehajyoti Nivasi Blind School aim to inspire support for initiatives that foster creativity in education. With 295 million visually impaired individuals worldwide, including over 10 million in India, waiting for their creative potential to be realized, this campaign underscores the ongoing, transformative nature of learning and teaching.
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.
