Ad Campaigns
This Durga Puja, Tanishq urges celebration with safety
NEW DELHI: Rabindranath Tagore described the fragrance of autumn as one of shiuli flowers and incense. But the poet forgot one little thing – for Bengalis, the autumn air is charged with anticipation for Durga Puja, or pujo. Everyone – from the young and the old, prosperous or modest – comes together to celebrate this annual festival. Family gatherings, pandal hopping and festive shopping are de rigueur. But in the new normal post Covid2019, pujo will be different this year. What hasn’t changed is the zest for pujo in the heart of every Bengali: for it is not just a festival, but an emotion.
With this sentiment, jewellery brand Tanishq has launched its new campaign Ekotai Shundor, Ekotai Shokti (unity is beautiful, unity is strength), an ode to the resilient spirit of Bengalis. The campaign intends to kick start the season of celebration and encourages people to come together while adhering to safety norms.
Conceptualized by Tanishq and WYP Brand Solutions, the campaign features popular Bengali actress Mimi Chakraborty, who is also brand ambassador of Tanishq for the east region. The campaign dwells on the lore of Pujo and the myths of Maa Durga and is shot against the backdrop of rituals and traditions which are integral to Pujo.
The campaign attempts to put across the message, more relevant than ever in these times, that one cannot battle it out alone and the true essence of victory lies in the spirit of oneness.
The campaign also celebrates the Karigars and the entire ecosystem who infuse life into every aspect of pujo celebrations – from the potters who shape up Maa’s protima (statue) with dedication, to the daaker shaajer shilpi, to the ones who mould the dhunuchis (earthen incense burners) and craft the pradips (lamps) out of brass – essentially everyone who adorns Maa in all her festive glory.
Also pujo is not only a festival but also an industry which provides livelihood to various craftsmen. This year, the pandemic and cyclone Amphan have significantly impacted the overall wellbeing of karigars and the entire value chain associated with jewellery making.
With their campaign Ekotai Shundor, Ekotai Shokti, Tanishq urges Bengali women to make its latest collection – Aparajita a part of their pujo celebration and appreciate the efforts of Bengal’s karigars for their contribution. The new collection in yellow gold inspired by Bengali traditional designs is exclusively curated for Bengalis, and was released ahead of festive season this year.
Explaining the rationale behind the new campaign, Tanishq GM marketing Ranjani Krishnaswamy said that the campaign has been crafted to instill hope, positivity, and oneness which are intrinsic to pujo celebrations. “First came the pandemic and then came Aamphan and along with it, the realisation as to how no one can battle these adversities all alone. The campaign is inspired by the symbolism of Ma Durga, her avatar of Aparajita and the invincible force she represents.”
He described the campaign as an ode to the countless craftsmen for whom these few days of festivities are a crucial source of livelihood. “Even with reduced demand, they are pouring in their artistry with utmost dedication! These karigars are the foundation of the festivities, involved in evoking faith and devotion through the celebrations,” he added.
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.
