Ad Campaigns
#JustHireOne: Joy urges companies to hire at least one acid attack survivor
MUMBAI: #JustHireOne – an initiative to urge companies to hire at least one acid attack survivor was launched by Joy Personal Care, a beauty products brand that has recently come up with a special range of products for acid attack survivors.
To promote a job opportunity for acid attack survivors, the brand has roped Pragya Prasun Singh, an acid attack survivor from Bengaluru, who recited the first-hand experience of being rejected in several job interviews on the pretext of her disfigurement despite being a post-graduate in fashion management.
Pragya Prasun Singh in a video testimony said, “It was during this time when I decided that I will be a voice for acid attack survivors and will help them. I wanted to help them so that they can live their lives with dignity.”
With an aim to support the acid attack survivors, Singh chose to dedicate her life to help them get jobs and raise funds for the surgery. She runs an NGO ‘Atijeevan Foundation’ that helps rehabilitate the acid attack survivors. Singh was attacked in 2006 by a rejected lover, just 12 days after she got married.
RSH Global chairman Sunil Agarwal said, “Globally, India tops for acid attacks and the existing products for the hypersensitive skin of acid attack survivors are either rare, expensive or from derma category. Therefore, affordability played a major role in the product development – ‘Joy Sensitive’.”
“Our endeavour has always been to deliver quality products at an affordable price and this has been the genesis behind this new range meant for hyper-sensitive skin,” he added.
Meanwhile, RSH Global chief marketing officer Poulomi Roy said: “Being a mass brand and having in-house infrastructure, R&D, resources and logistics, the thought raised was, can we develop a special product for them at an affordable price point? This is how ‘Joy Sensitive’ was born with robust research and innovation.”
The employment drive was conceptualised by Grapes Digital, India’s leading independent digital agency, which also handles the digital duties for Joy Personal Care.
To practice what they preach, the beauty products brands will hire 3 acid attack survivors and will also urge CEO and HR heads to consider these survivors while hiring talent.
The brand also associated with Bollywood actress Deepika Padukone-led movie Chhapaak to reach a wider audience. The film is based on the life acid attack survivor Laxmi Agarwal.
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.
