Ad Campaigns
“Leads Brand Connect’s role was instrumental in bringing the campaign idea to life:” Ashish Khandelwal
Mumbai: Bail Kolhu has set a new benchmark with the #ChunoSahi campaign. The innovative campaign has captivated audiences across the nation, distinguishing itself with a resonant narrative and outshining other election-related campaigns with its extraordinary reach and impact.
In a landscape crowded with election-related campaigns, #ChunoSahi stands out as unique. The leading FMCG company is proud to be the only brand to introduce an initiative focused on making informed voting choices rather than simply voting, setting a new standard in consumer engagement and civic awareness.
The campaign’s digital footprint is nothing short of remarkable. Across all platforms, the campaign amassed over 48 million views, 558,038 likes, 28,909 shares, and 10,651 comments. These impressive numbers highlight the campaign’s widespread appeal and its effectiveness, both in the kitchen and at the ballot box. The campaign was also released on national TV and radio channels.
The creative force behind the #ChunoSahi campaign is Leads Brand Connect. The full-service creative brand marketing agency ideated and executed the three different ad films for the initiative.
Indiantelevision.com caught up with BL AGRO managing director Ashish Khandelwal, who discussed the creative process behind the campaign and much more…
Edited excerpts
On the initial brainstorming and creative process behind the campaign
The initial brainstorming began with the recognition that elections are celebrated as festivals in our country. People across the nation participate in elections and cast their votes with great enthusiasm. How could a legendary brand like Bail Kolhu stay silent when we had a chance to make a significant impact? Our agency Leads Brand Connect, came up with the #ChunoSahi campaign idea to encourage mindful voting and the selection of the right candidates. The agency conceptualized an entire 360-degree plan to make a grand entrance and open the eyes of voters, particularly targeting young voters. During our research, we identified numerous issues that needed attention. However, we decided to focus on three crucial aspects: Grand Commitments of Leaders and Parties, Alluring Voters, and Lack of Basic Civic Necessities.
Through the #ChunoSahi campaign, we aimed to create a powerful and resonant message that would inspire voters to think critically about their choices. The campaign employed a variety of strategies, including social media outreach, influencer partnerships, and engaging content, to ensure widespread reach and engagement along with the messages on Television and Radio.
On Leads Brand Connect contributing to the campaign, and their role in bringing the idea to life
Overall, Leads Brand Connect’s role was instrumental in bringing the campaign idea to life. Their comprehensive approach, from strategic planning to execution and analysis, ensured the campaign’s success and helped the brand achieve its marketing objectives. The trusted agency planned everything from films to digital strategy to collaborations with influencers.
They crafted compelling narratives and designs that resonated with the target audience, driving engagement and brand recognition. Their proactive approach to monitoring and analysis enabled timely adjustments, ensuring maximum impact and ROI. Moreover, their collaborative spirit fostered strong partnerships, amplifying the campaign’s reach through strategic collaborations. In essence, Leads Brand Connect not only executed the campaign but also elevated it to new heights, leaving a lasting impression on both the brand and its audience.
On strategies you used to achieve such widespread reach across various platforms
We implemented a multifaceted strategy that focused on targeted ad campaigns, tailored content, and strategic collaborations. Our targeted ad campaigns used audience segmentation and behavioral insights to create effective ads. We partnered with credible influencers in food and politics segment, who shared tailored content aligned with our message.
On #ChunoSahi standing out and achieving a significant impact
#ChunoSahi stood out in a crowded election campaign landscape due to its unique approach to tapping into the most serious issues Indian citizens faced during the election season in a comic satirical manner. Each ad film was targeted on a unique set of issues: the first one was centered around Neta ji’s bragging promises, the second on disappearing promises post-election, and the third on vote-buying tactics emphasizing the importance of mindful voting.
On the campaign influencing future marketing strategies within the FMCG sector
The #ChunoSahi campaign is poised to have a significant influence on future marketing strategies within the sector. By emphasizing the importance of making informed choices, the campaign taps into consumers’ growing demand for transparency and authenticity. This shift towards empowering consumers with knowledge about products aligns with broader industry trends towards sustainability and ethical consumption. FMCG brands are likely to increasingly adopt similar strategies, focusing on transparency, product quality, and social responsibility to build trust and loyalty among consumers. Additionally, the campaign’s success in leveraging digital platforms and engaging with influencers underscores the importance of omnichannel marketing and the integration of social media in FMCG marketing strategies. Overall, the #ChunoSahi campaign sets a compelling precedent for FMCG brands to embrace consumer-centric approaches that prioritize integrity, sustainability, and meaningful engagement.
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.
