Ad Campaigns
JK Paper marks Father’s Day with #LetterToMySuperDad campaign
Mumbak: JK Paper, a renowned name in the paper industry, was excited to unveil its heartwarming initiative just in time for Father’s Day. This year, JK Paper proudly spearheaded the #LetterToMySuperDad campaign, reaching out to over 30,000 students across 25 cities in India. This initiative aims to foster a deep sense of gratitude and build emotional connect between children and their fathers.
The #LetterToMySuperDad campaign encouraged students to express their love and appreciation for their fathers through the art of handwritten letters. By reviving the timeless tradition of letter writing, this initiative seeks to underscore the invaluable importance of personal and heartfelt communication.
Key highlights of the campaign:
School collaborations: Through strategic partnerships with numerous schools, the campaign seamlessly integrated the art of letter writing into their curriculum, ensuring widespread student participation and engagement.
Paper plantation awareness program: During school visits, JK Paper’s team conducted captivating myth buster sessions focused on the agro-social farm forestry program. This innovative approach relies on cultivating and harvesting unique varieties of trees that provides a high level of income to farmers. In the fiscal year 2024, JK Paper distributed over 11.64 lakh saplings to farmers, which are subsequently harvested to produce paper. Since its inception, JK Paper has planted 9.50 lakh acres of land under its Agro-Social Farm Forestry Program. During the session, the students and teachers exhibited remarkable interest and fascination as they delved into the intricacies of this sustainable paper-making process and its profound significance.
Celebrity collaborations: Renowned influencers and esteemed actor Bhaktiyaar Irani lent his support to the campaign, sharing his heartfelt #LetterToMySuperDad experiences. His involvement inspired followers nationwide to join the initiative and celebrate the bond between fathers and children.
Exciting rewards: The most touching & heartfelt letters were meticulously selected for special recognition, with winners receiving exclusive gift vouchers from JK Paper as a token of appreciation for their heartfelt expressions.
JK Paper chief of sales and marketing Partha Biswas expressed, “Father’s Day holds a special significance, allowing us to honour the love and sacrifices of every father figure. With our #LetterToMySuperDad campaign, our goal was to nurture a profound emotional bond between children and their fathers, while also rekindling the timeless art of letter writing. The remarkable enthusiasm shown by students across India has been immensely uplifting. Through our continuous efforts, we strive to change the perception about paper by promoting eco-friendly practices, providing sustainable alternatives to plastic and contributing to a greener future.”
The campaign culminated in heartwarming events held in schools, where students had the opportunity to present their letters to their fathers in a person. These events not only brought smiles to many faces but also reinforced the importance of expressing love and gratitude through simple yet powerful gestures.
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.
