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4 out of 10 manifestoes talk about child rights, says CRY
KOLKATA: After launching its nation-wide campaign ‘Vote for Child Rights’ election advocacy campaign in November last year, the Child Rights and You (CRY) has again attempted to look at the political parties’ manifestos from child rights perspective.
CRY which had launched the campaign in all major metro cities now aims to see whether political parties have given enough importance to issues related to children in promises made for the next five year.
Manifestos of 10 parties viz INC, BJP, NCP, BSP, CPI, CPI(M), SP, AIADMK, DMK and JDS were looked at from the framework of children’s Right to Survival, Development, Protection and Participation.
Some of the key quantitative findings say that only four parties out of 10 – BJP, CPI, DMK and CPI(M) have mentioned children/child rights issues in a separate section. While for rest of the parties it is mentioned in a scattered way mostly under headers like ‘Education’ and ‘Health’.
Average representation of content on children’s issues in 2014 party manifesto is around 11 per cent while in 2009 it was 9.75 per cent. “There is a marginal increase seen as far as quantitative representation is concerned,” the official added.
It further reveals that none of the party talks about the societal role and steps that need to be taken to ensure that children have their right to live, develop, and build their capabilities and interests. Also, none of the parties has looked at all/ different perspectives of child rights/ children’s lives.
CRY would love to ensure that political parties and people in power take heed to ‘Putting Children First’ always among other agendas and give top priority to children’s issues and commit to changing the situation of children in our country.
The manifesto was based on CRY’s in-depth analytical report ‘Status and Trends in Child Rights in India-An overview of the Past Decade’, and covers the aspirations of children across the country. The report comprised of views of development thinkers and practitioners in the Child Rights arena and provides a detailed analysis of child rights indicators.
Speaking about the campaign, CRY (East) regional director Atindra Nath Das, said, “Vote for Child Rights campaign is our way of ensuring that there is political will behind our justified demand to protect Child Rights. It is imperative that the best interest of the child be put at the centre of all policies, legislations and practices, and the Vote for Child Rights campaign focuses on that solely.”
“This is our attempt to remind politicians and governments in power that it is their obligation to undertake all measures in protecting and promoting child rights,” Das concluded.
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.
