Ad Campaigns
MTV introduces #TuchchVichaar campaign
Mumbai: MTV introduced the #TuchchVichaar campaign in celebration of Pride Month. This innovative initiative aims to normalize acceptance of the LGBTQIA+ community through a powerful short film and dynamic social media strategy. By leveraging social media and relatable digital symbols, MTV has created a movement that is impactful, accessible, and engaging for everyone. The campaign underscores MTV’s commitment to fostering an inclusive society where every individual, regardless of sexual orientation or gender identity, can live authentically and without fear of discrimination.
Conceptualized by MTV the campaign film beautifully depicts a parallel universe where the LGBTQIA+ community is fully accepted, and it’s a straight, heterosexual individual who stands out as different. The story follows this individual as he faces judgment for his demeanour and discrimination for his identity. The film ends with a powerful message encouraging everyone to stand up against bullies and their harmful mindset.
Despite progress in LGBTQIA+ rights, homophobia persists, fueled by ignorance and prejudice. In many parts of the world, homosexuality is still wrongly seen as a mental illness or moral failing, leading to discrimination. MTV’s #TuchchVichaar campaign addresses these small-minded attitudes (chhoti soch) that perpetuate discrimination.
A key feature of #TuchchVichaar is the innovative use of the ‘??’ emoji to call out homophobia. Recognizing the widespread use of emojis among Gen Z and Millennials, the campaign uses this relatable symbol to spread its message in an engaging, non-preachy way.
Viacom18 business head, youth, music, and English entertainment cluster Anshul Ailawadi said, “Awareness is the starting point of LGBTQIA+ allyship and action. Our #TucchhaVichaar campaign aims to make GenZ aware of unconscious biases in a simple yet clever way. The role reversal encourages a more empathetic view of the challenges faced by the LGBTQIA+ community. We hope the film inspires everyone who watches it to become better allies in action.”
MTV talent verse came together to support the initiative, with talents like Amir Hossein, Azma Fallah, and Sandy Saha taking over their social media to share some love. The campaign’s short film and the impactful use of the emoji seek to ignite meaningful dialogue and inspire audiences to embrace LGBTQIA+ inclusivity. Join us in celebrating Pride Month and beyond because inclusivity is a year-round commitment.
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.
