Ad Campaigns
Gagan Oil promotes water conservation
MUMBAI: Food, while not the solution for all of life’s problems, is certainly the solution for some of them. From this very belief stems Gagan Cooking Oil’s core philosophy that every meal should be a celebration. Gagan is a heritage cooking oil brand that predominantly focuses on markets in Northern parts of India. The brand’s tagline ‘Khao Gagan, raho magan’ urges consumers to savour and celebrate all kinds of food with Gagan.
The digital campaign created by Leo Burnett India urges consumers to celebrate Holi with colour and food, but also by avoiding the use of a scare resource like water. This message with the brand core has been articulated in its typical humorous way.
Bunge India head of marketing Milind Acharya says, “We Indians, and more so the people of North India, are full of life, celebration and food. Brand Gagan is an integral part of their lives as it carries the same attitude. Festivals are mainly where this attitude comes alive. We see an opportunity to talk to our consumers carrying the same attitude.”
Throwing light on the campaign, Leo Burnett India executive creative director Vikram Pandey said, “Do’s and don’ts around festivals can be quite a downer. The brand urges people to look at these ‘rules’ positively with the mantra of ‘Khao Gagan, Raho Magan’, and keep their festive spirits high with great food. While for Diwali we positivised the ban on crackers, we took up ‘Save Water’ for Holi. With quirky execution as the brand language, this one delivers a Happy Holi message that’s like no other.”
Late last year, Gagan Oil had also unveiled a tongue-in-cheek campaign on the occasion of Diwali. The campaign took on the firecracker ban by urging consumers to eat food crackers, instead!
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.
