Ad Campaigns
Bachchan features in Star Plus’s anti-sexual assault campaign
MUMBAI: India is finally waking up to the conversation on heinous crimes of sexual assault against women.
Amitabh Bachchan in Star Plus’s latest campaign on ‘Victim Shaming’ urges families, authority figures and citizens to reflect upon the need to break the tolerance towards how victims of sexual assault are treated. Society has failed these victims by stripping them off their dignity through incessant interrogation about the horrific incident by authority figures and merciless character assassinations shaming her instead of the perpetrators. In a Public Service Awareness Initiative by Star Plus, Amitabh Bachchan questions these culprits of the character assassination with one pertinent question “Who’s fault is it?”. The campaign advocates that society needs to place the guilt rightfully with the perpetrators by putting them on trial instead of shaming the victims.
Bachchan says, “The idea that a woman loses her dignity if she is sexually assaulted is instilled strongly in our cultural mindset. The shame should be on the perpetrators instead of the victim. We need to foster a safe, secure and supportive environment where victims can seek refuge especially from those who they turn to for protection like Authority Figures, Family and Society. There is a strong need to step forward and talk about this through stories which can trigger this change in mindset of the people. ‘Kya Qusoor Hai Amala Ka’ is an effort by Star Plus in the same direction.”
https://www.facebook.com/Starplus/videos/10155341292002868/
A lighthouse brand, Star Plus has always endeavored to tell stories which inspire change keeping the progress of the women at the heart of every initiative. Talking about this special initiative, Star Plus general manager Narayan Sundararaman says, “Kya Qusoor Hai Amala Ka is a story about the indomitable spirit, courage and unimaginable strength of one woman’s quest for justice against all odds. The story is not just about Amala but representative of every woman who lives in fear, measuring her every move to keep herself safe thereby giving power to the perpetrator to dictate her life on his terms. Amala’s uphill battle to conquer these demons of society and her refusal to back down in the face of all hurdles will make viewers pause, reflect and think “Kya Qusoor Hai Amala Ka?”
Through this story on Star Plus Dopahar, our intent is to sensitize audiences and society at large, to the trauma of the victims of sexual assault. Television has the power to spark meaningful change and as a channel, we want Amala’s inspiring story to reach maximum people through our platform. We have tied up with an NGO – Jan Sahas Social Development Society- which is an organization providing support to survivors of sexual assault since 2000.
Victims can reach out for aid to them via a toll-free helpline which is 180030002852.
A first on television, Star Plus is telecasting this brave story ‘Kya Qusoor Hai Amala Ka?’ as part of its afternoon programming lineup at 1230 pm. The show is an official adaptation of the acclaimed international Turkish series called Fatmagul which has been remade with an Indian cultural backdrop. The show portrays Amala as a woman of substance and a survivor who has the conviction to fight for justice conquering the demons in people’s minds and reinforcing through her story that the shame should rightfully be placed with the perpetrator and not the victim of sexual assault.
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.
