Ad Campaigns
Tiger Balm launches #EyeOfTheTiger campaign
Mumbai: A trusted pain relief brand for 100 years, Tiger Balm is making stripes with its eye-catching Tiger’s Day campaign.
The campaign titled #EyeOfTheTiger transcends pain relief, aiming to ignite global awareness about the plight of tigers and inspire action for their preservation. This powerful message is delivered through a captivating infinite zoom animation effect, created solely with masks and original, hand-made illustrations by BC Web Wise.
The #EyeOfTheTiger launched with a single, arresting image: a close-up of a tiger’s eye. But within its depths lies not the expected fiery spirit, but a horrifying reflection – the reality of a tiger’s life seen through the eye of the tiger. This stark image instantly grabs attention and invites viewers to zoom into the destruction that tigers face.
The campaign doesn’t shy away from the harsh realities. Through a video experience, the tiger’s eye becomes a window into their world, which started out beautiful but is now on the brink of devastation brought by human actions. It confronts viewers with the devastating reality facing tigers through a powerful visual metaphor and song, inviting audiences to look a bit closer and deeper into the real life of tigers not just in our country, but worldwide.
The brand believes that while we have seen an increase in the population of tigers in recent years, we also must acknowledge the real threats that continue to plague tiger’s lives like climate change, deforestation, and illegal trading, all of which continue to take place still.
Gardenia Cosmotrade LLP (the exclusive distributor for Tiger Balm in India) designated partner Puneet Motiani said, “Tiger Balm has always been a symbol of strength, helping people overcome physical challenges. Now, we’re extending that strength to support the fight for tiger conservation. Their resilience inspires us all. Through #EyeOfTheTiger, we hope to ignite a wave of support. Together, we can ensure these magnificent creatures continue to roam free for generations to come.”
Gardenia board’s brand & marketing expert and advisor Pankaj Bhawnani added, “This campaign isn’t just about raising awareness, it’s about igniting a passion for protecting tigers. We want people to see the world through a tiger’s eye and feel compelled to take action.”
Speaking about the campaign, creative director Sonali Banerji, “We wanted to do something that was eye-catching yet impactful. As the name of the campaign suggests #EyeOfTheTiger we showcased what the eye of the tiger sees and how we wanted to establish Tiger Balm as a brand that stands strongly for the cause of tigers and get people to reflect with a video that is engaging. We used generative AI and created a song that truly resonates with the day and got our audience a masterpiece and feel what the Tiger sees.”
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.
