Ad Campaigns
JSW celebrates women’s victory with Sakshi Malik
MUMBAI: This year, on International working Women’s Day, JSW is taking this opportunity to celebrate the struggles and victories of every woman, every single day, in a campaign featuring Sakshi Malik — #EveryWomanStrong.
It is easy to celebrate known achievers, but we strongly believe that for every woman who makes it to the spotlight, there are many more who continue to fight across every walk of life. Taking the next step from the Geeta Phogat ‘Will of steel’ campaign, this story is told through the voice and face of Sakshi Malik, India’s pride at the 2016 Olympic. The narrative salutes every Sakshi and infact all women who emerge winners every single day. So in it’s true spirit, this campaign is not just for Women’s Day, it’s for every day…every woman’s day.
With Sakshi Malik as the face of the campaign, the idea is to salute the strength of every Sakshi, and hence every woman. The JSW brand has a focused approach to women’s empowerment across the country through their ‘Janam Se Janani Tak’ initiative run by JSW foundation. Under this initiative, the brand empowers women across 1000 villages in 9 states to stand strong every day.
Ogilvy Mumbai executive creative director Sukesh Nayak said, “‘Janam se Janani Tak’ supports every woman across small villages to stand strong. The idea of Sakshi saluting every Sakshi who fights like her every day and emerges a winner is a perfect way to launch the
#EveryWomanStrong initiative.
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.
