Ad Campaigns
Red Label Tea unveils thought-provoking campaign on Ganesh Chaturthi
MUMBAI: On the occasion of Ganesh Chaturthi, Brooke Bond Red Label has launched Shree Ganesh Apnepan Ka, a campaign to celebrate the spirit of togetherness.
Conceptualised by Geometry Encompass, inspired by real-life stories, the campaign delves into deep-rooted human prejudices. It encourages everyone to open their minds and break the shackles of their own notions to come together.
Geometry Encompass chief executive officer Sukrit Singh says, “We believe in power of ideas and storytelling to change human behaviour. While the medium shapes the story, it is the message that makes a difference, and here we collaborate with brands to craft messages which can change perceptions. In this campaign, we developed a simple yet an extremely touching message which breaks the uncommon ground.”
Geometry Encompass executive creative director Arpan Jain adds, “Today, brands must tell stories that resonate with real-life and encourage relevant, meaningful conversations. We all know that tea is a great enabler, so why can’t it help us break-away from our prejudices? We saw a great human insight and wanted to tell a simple but thought-provoking story, luckily we found a perfect occasion.”
The film was shot in a Ganpati idol pandal, one of numerous that can be seen on the streets of Mumbai, weeks before homecoming of Lord Ganesha. Devotees visit pandals to book (purchase) an idol for the occasion and spend hours choosing the perfect one. The film is a conversation between an idol-maker and a first-time buyer of the idol. In the conversation, certain unknown facts about Bappa are revealed, along with what it truly means to bring home the ‘lord of new beginnings’.
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.
