Ad Campaigns
Anmol Industries launches Raksha Bandhan campaign with a new take on sibling bonds
MUMBAI: This Raksha Bandhan, Anmol Industries brings a heartfelt narrative to the screen, one that redefines traditional sibling roles and celebrates gratitude in its purest form. Titled “Iss Baar Mera Number Hai,” the brand’s latest campaign under the #HarPalAnmol umbrella is a tribute to the evolving nature of sibling bonds.
The emotional film showcases a role reversal – where a brother chooses to tie a rakhi to his sister, acknowledging the years she stood by him not just as a sister, but as a parental figure, mentor, and protector. The story serves as a gentle nudge towards breaking free from fixed gender roles and embracing emotional reciprocity in relationships.
The narrative unfolds through a surprise video message from a brother who reflects on the sacrifices and love he received from his elder sister. Childhood memories blend seamlessly with the present-day Raksha Bandhan celebration, culminating in a powerful, tear-jerking moment, when he ties a rakhi on her wrist instead. The gesture is symbolic and rooted in the belief that protection, love, and gratitude are not defined by tradition but by intent.
The film ends with a thought-provoking message:
“Behen bhai ke rishte mein na koi role hai fix, na koi rivaaz. Toh iss Raksha Bandhan, naye rivaazon ki shuruaat karein, aur banaye Har Pal Anmol.”
Aman Choudhary, executive director – marketing and innovation, Anmol Industries, shared, “With each campaign, we try to reflect deeper emotional truths. ‘Iss Baar Mera Number Hai’ is more than just a Raksha Bandhan film – it’s a conversation starter about emotional equality and the unspoken acts of love in Indian families.”
The campaign encourages people to share their Raksha Bandhan stories using #HarPalAnmol on social media, helping to create a wave of change. Anmol Industries remains committed to championing impactful narratives that inspire and uplift, ensuring that every festival is a celebration to cherish.
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.
