Ad Campaigns
Cleanipedia launches digital campaign for festive season #SaafDiwaliShubhDiwali
MUMBAI: Cleanipedia, a content hub for homecare by Hindustan Unilever, has today launched #SaafDiwaliShubhDiwali, a month-long festive campaign to prepare users for the mammoth job of Pre-Diwali cleaning.
With the always-on lifestyle, consumers today are very busy and do not get time to clean their homes before the festivities start. Consumers tend to get overwhelmed about the prospect of deep cleaning their homes and end up not doing it the right way or end up over-complicating it, thus affecting the festive mood and cheer.
#SaafDiwaliShubhDiwali, is a content-led Diwali campaign to help users prepare for the mammoth cleaning job pre-Diwali with simple yet inspirational home-care solutions. The campaign will be conducted on Facebook and Instagram, wherein they will drive users towards their content platform. The articles on the platform will be in Hindi as well as English, thus catering to a larger audience.
Monk Media Network AVP Faaizah Husain said, "Cleanipedia is all about creating relevant content for its audience. The #SaafDiwaliShubhDiwali campaign is created keeping in mind the obvious connect of cleaning and the festival of lights. This will help the brand cater to its audience by enabling them to keep their homes spick and span in a hassle-free manner whilst enjoying the festivities. The month-long content-led campaign has been designed to drive traffic to the platform through its social media channels."
Monk Media Network creative director Adrine D'mello said, "While Diwali is huge for every brand, with Cleanipedia the fit is perfect. It's the time of the year where every individual is looking for tips or advice to clean their house or prepare for the festive season. Cleanipedia promises the users simple tips and tricks to every cleaning solution and that's what #SaafDiwaliShubhDiwali is all about. With our month-long content-led social media strategy we will provide users with simple and effective tips to deep cleanse their homes and get ready to celebrate the festivities stress-free."
With #SaafDiwaliShubhDiwali, Cleanipedia has got all the tips, tricks and processes to help ease your life and make all your chores simple and easy, thus giving you the time to enjoy the festive time with your family.
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.
