Ad Campaigns
Godrej Properties launches #WhereTrustResides campaign
Mumbai: Godrej Properties Ltd (GPL), a real estate developer in India, recently announced the launch of its visionary campaign, #WhereTrustResides. Home buying is a significant milestone in an individual’s life, with trust being the top priority for consumers. While many seek elevated lifestyles, designer homes, and premium amenities, the need for trust remains constant.
Recognising the uncertainty surrounding the home-buying journey, Godrej Properties aims to address this by simplifying real estate and educating consumers on what to consider at each stage. To convey this message, the brand introduced a nine-year-old character named Diya.
In the campaign’s digital video, Diya represents today’s home buyers, reflecting their explorations, excitement, and concerns. The story follows her as she explores the real estate world, starting with her parents buying a Godrej home. While her parents trust the brand, Diya remains skeptical. Her journey to determine if Godrej can be her dream home is used by the brand to address common concerns of home buyers, reinforcing trust in the #WhereTrustResides campaign.
In just the first tranche of the campaign, Diya’s innocent curiosity has already garnered over 100 million views across social media platforms like Instagram, Facebook, YouTube, and LinkedIn.
Speaking about the campaign, Godrej Properties Ltd CMO Lalit Makhijani said, “At Godrej Properties, we recognize the significant impact that trust plays in the home-buying journey. Through #WhereTrustResides and Diya’s explorations, our objective is to create a platform that echoes home buyers’ voices to ensure a transparent and stress-free journey for them. This campaign resonates with our dedication to building enduring relationships with our homebuyers founded on trust and excellence.”
The build-up of the campaign began with videos showing various stakeholders at Godrej Properties preparing for Diya’s arrival. As curiosity grew about ‘who Diya is,’ a vending machine appeared on Friendship Day at various Godrej Properties locations across India. Diya interacted with 4,500 people from the Godrej community, sharing not only chocolates but also her thoughts about her Godrej home.
The next phase of the campaign will witness Diya exploring various aspects of the brand like quality, thoughtful design, sustainability, community building and more.
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.
