Ad Campaigns
Thrive Global India launches editorial campaign – ‘Believe’
MUMBAI: Thrive Global India recently launched its editorial campaign “Believe”, which will tell extraordinary stories of finding and nurturing belief in situations that, at the outset, appear bleak.
This was kickstarted by an honest conversation between Thrive's founder and CEO Arianna Huffington and actor Sonam K Ahuja.
The launch event was organised at JW Marriott in Mumbai and included a panel discussion with author Amish and filmmaker Ashwiny Iyer Tiwari on the role of ancient wisdom in their lives and the importance of inner voice and self-confidence in battling life's challenges. The discussion was followed by a conversation between Huffington and Ahuja on rejection, staying authentic and centred.
On the launch of the campaign, Huffington said, “I am extremely delighted to announce the launch of the Believe series. The campaign aims towards encouraging reflection and contemplation. The stories of self-belief and hope are exceptionally moving. These stories imbibe the message of always believing in yourself and with that you can say conquer the unknown.”
‘Believe’ is a pressing and heartfelt initiative by Thrive Global India in a polarised world that is in need of “belief”. The campaign is focussed on embracing resilience, self-belief, drawing inner strength to fight challenges, and allowing hope to preside over the negativity in the world.
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.
