Ad Campaigns
A timely ad for mustard oil by Leads Brand Connect goes viral
Mumbai: Following the resounding success of the #ChunoSahi campaign, Leads Brand Connect (LBC) has once again demonstrated its creative prowess with a groundbreaking full-front-page advertisement in a leading Indian newspaper, with a circulation of almost 1.3 million. Released on 5th June, the print ad has rapidly gained viral traction, igniting discussions among some of the most influential voices in the country.
The ad, which prominently features Bail Kolhu mustard oil on a throne, accompanied by the tagline “बैल कोल्हू को मिला जनादेश” (Bail Kolhu has received the mandate), has captivated the public’s imagination. This innovative piece of advertising not only celebrates the brand’s purity and taste over the past 50 years but also cleverly ties into the recent electoral atmosphere, making a bold statement about the brand’s enduring legacy and consumer trust.
The advertisement’s unique blend of cultural relevance and creative execution has led to widespread engagement across various platforms. Esteemed Indian journalists and authors took to social media to highlight the ad and use it for rhetoric. Ajit Anjum piece titled “Modi अब बुरी तरह से फँस गए हैं? Nitish Kumar और Naidu के रहमो करम पर विश्वगुरु?” along garnered significant viewership, reaching 21,88,688 views and 67,000 likes.
Leads Brand Connect managing director Richa Khandelwal reflected on the success of the print ad: “The essence of every campaign we create for Bail Kolhu is to ignite meaningful conversations and foster discussions. That’s the cornerstone of progress. With this press ad, our goal was to craft something both timely and timeless. By aligning the brand with the concept of a ‘mandate,’ we celebrated Bail Kolhu’s rich legacy while tapping into the prevailing national sentiment. The overwhelming response and the conversations it has generated testify to the power of wholesome, thought-provoking advertising.”
Leads Brand Connect CEO Sanjay Srivastava highlights the execution of the campaign: “Executing a campaign of this magnitude required scrupulous timing and a deep understanding of the audience’s pulse. The press ad was designed to be more than just a visual treat; it was crafted to evoke a sense of pride while making a strong contemporary statement. Seeing the public’s perception of it and how it’s being discussed by prominent figures is incredibly rewarding.”
ऐसा लग रहा है जैसे दैनिक जागरण आज पहले पन्ने पर ये विज्ञापन छाप कर किसी का मजाक बना रहा है… pic.twitter.com/bG99HORqKQ
— Ajit Anjum (@ajitanjum) June 5, 2024
दैनिक जागरण को दस साल में मोदी सरकार से कितना विज्ञापन मिला होगा । कम से कम आज तो पहले पन्ने पर मोदी -शाह की तस्वीर छापता। विज्ञापन की मजबूरी है लेकिन दस साल में जितना विज्ञापन मिला उसके बदले अपनी तरफ़ से एक तो विज्ञापन बनता था। उम्मीद है अख़बार में पत्रकारों की सैलरी अच्छी होती… pic.twitter.com/bJejcUu9nB
— ravish kumar (@ravishndtv) June 5, 2024
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.
