Ad Campaigns
GO DESi launches ‘Siblings in Every Universe’ campaign for Raksha Bandhan 2024
Mumbai: In celebration of Raksha Bandhan 2024, Bengaluru-based packaged foods company GO DESi has unveiled its “Siblings in Every Universe” campaign, a creative initiative that captures the essence of siblinghood across various worlds. Since 2018, GO DESi has been crafting special Rakhi gift boxes, each year introducing a fresh and innovative design that encapsulates the spirit of the festival, allowing customers to relive sweet and memorable moments.
GO DESi founder Vinay Kothari said, “Preparation for the Rakhi gift boxes begin at least three months before the festival, with designers immersing themselves in the cultural significance of Raksha Bandhan. The themes are meticulously crafted to resonate with Gen Z and Alpha audiences, ensuring they are relevant and engaging. The concept is brought to life through a carefully curated mood board, detailing elements such as fonts, illustration styles, and icons, all of which contribute to the overall theme. This year, the campaign also features engaging GIFs that showcase the boxes in a vibrant and dynamic way.”
The contents of the box are updated every single year, offering a mix of popular items like DESi POPz and exciting new additions like a Kaju Katli Bar or a Fridge Magnet. GO DESi’s Rakhi gift boxes stand out for their quality and uniqueness, with new designs introduced each year to avoid repetition. Unlike others in the market that reuse the same box for different occasions, GO DESi ensures each box is specifically crafted for Rakhi, with a focus on originality and meticulous attention to detail. These boxes are hand-packed with care in small batches, with inventory procured well in advance.
The GO DESi Rakhi Gift Boxes are available on Amazon, Zepto, and Blinkit, making it easy for everyone to find the perfect gift for their siblings this Raksha Bandhan.
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.
