Ad Campaigns
Biggest television advertisers in week 12 of 2017
BENGALURU: The top 10 advertisers in week 12 of 2017 (Saturday, 18 March 2017 to Friday, 24 March 2017) were almost the same as those in the previous week (Week 11) as per Broadcast Audience Research Council of India (BARC) data for TOP 10 Advertiser *Across Genre : All India (U+R) : 2+ Individuals.
This paper must be read with a caveat: It deals only with the players present in Broadcast Audience Research Councilof India (BARC) top 10 lists of advertisers per week. The sums/percentages of other advertisers/brands other than those indicated in BARC’s top 10 lists have not been considered/mentioned in this paper during the period under consideration.
One genre –the Food & Beverages (F&B) represented by one company – Coca Cola India Ltd which was at seventh rank in terms of ad insertions in week 11 moved out from the top 10 advertisers list in week 12. FMCG major ITC Limited entered the list at rank eight with 16,893 insertions in week 12. Consequently, the genres present in the top 10 advertisers list reduced from four in week 11 to three in week 12. Except for FMCG, the other three genres were each represented by a single advertiser – Music was represented by Super Cassettes Industries (Super Cassettes) and Confectionary by Cadburys India Ltd (Cadburys) during both the weeks under consideration in this paper.
Please refer to the figure below:
Hindustan Lever Limited (Lever) stuck to its pole position as top advertiser in terms of number of television ad insertions or spots with 1,08,522 insertions in week 12 as compared to 1,00,666 insertions in week 11. As a matter of fact, the first four ranks and order of largest televisionadvertisers in week 12 were same as in week 11 of 2017 in terms ad insertions – After Lever, they were Reckitt Benckiser (India) Ltd, Reckitt (Benckiser),Cadburys and PatanjaliAyurved Ltd (Patanjali). Please refer to the figure below for the top 10 advertisers in terms of ad insertions for weeks 11 and 12 of 2017.
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.
