Ad Campaigns
CNN-News18, Aeroguard spread awareness about Indoor Air Pollution
MUMBAI: Air pollution today is probably the greatest menace that our country has witnessed in the past few years. There has been a strong case developed by the experts and doctors on the effects of air pollution on our health. However, while the effects and causes of outdoor air pollution are well documented, the menace of indoor air pollution as a major health hazard goes unnoticed.
In a bid to raise awareness about indoor air pollution, CNN-News18, in partnership with Aeroguard Air Purifiers, launched Breathe Life, a unique initiative which not only takes cognizance of the alarming situation but also talks about remedies to counter the harmful effects.
Launched in December 2017, on both CNN-News18 and Firspost.com, the three-month campaign features a four-part documentary series with expert solutions, statistics and case studies of families who have dealt with the effects of indoor air pollution.
The campaign also calls out to the entire nation to participate in the Breathe Life initiative by taking a pledge to follow a few simple precautions at home to safeguard their family from the ill effects of indoor air pollution. From maintaining proper ventilation to avoiding smoking indoors, from shunning aerosol sprays and air fresheners to installing an Aeroguard air purifier with multiple stages of filtration, the pledge includes many simple preventive measures to impede the growing pollution at home. Over the last two months, the campaign has garnered over 5 lakh pledges on the campaign microsite -www.firstpost.com/breathelife.
Talking about the initiative, Forbes India CEO and Network18 President- Revenue Joy Chakraborthy said, “While the effects and causes of air pollution are very well documented, it is imperative for us to start conversations and spread awareness about indoor air pollution as a leading health hazard. We at Network18 have always believed in the strength of our platforms to promote and amplify issues of vital importance and this campaign too has succeeded in changing the perceptions around indoor air pollution. I would also thank Eureka Forbes for partnering us in this endeavour to create a greater understanding of such an important issue.”
Sharing his thoughts on the initiative, Eureka Forbes AVP marketing Shashank Sinha said, “With pollution rising at an alarming rate, there is a growing concern in the country today around the ever-deteriorating air quality. Unfortunately, indoor air pollution is still not recognised by citizens as a serious health hazard despite its adverse health implications. Through this campaign, we aim to inform and educate consumers about the various harmful indoor air pollutants and its repercussions. Our Aeroguard air purifiers have the best in class technology to provide customised solutions that work for Indian conditions. We therefore want to encourage people to take action in minimising risk and mitigating indoor air quality problems effectively.”
The final episode of the series will air on Saturday, 31 March at 7.30 pm on CNN-News18.
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.
