Ad Campaigns
ABP Ananda rolls out ‘Celebrate the Durgas’ campaign
Mumbai: This Durga Pujo, ABP Ananda is taking a bold step forward with the launch of its campaign “Celebrate the Durgas”. The initiative honours everyday women who embody the strength, courage and resilience of Maa Durga, celebrating their role in overcoming life’s challenges with grace and determination. Under the campaign tagline “Durga Pujo Maane Durgader Pujo” (Celebrate not just Durga Pujo, but all women who embody goddess Durga’s strength and power). ABP Ananda seeks to redefine the festival by celebrating the extraordinary contributions of these women.
In a city that has recently faced challenges prompting reflection on women’s safety and empowerment, the campaign is dedicated to everyday women who, like the Goddess Durga, fight unseen and uncelebrated battles. By highlighting the urgent need for societal change, the campaign reminds us that Maa Durga’s legacy lives on in every woman who stands against injustice and navigates life’s challenges fearlessly. By recognising these women as “Everyday Durgas,” ABP Ananda aims to inspire viewers to celebrate the goddess and reflect on the strength and resilience of women in their communities.
While the campaign is at the heart of this year’s ABP Ananda Sharad Ananda programming, it also features a diverse array of new and existing content that captures the essence of the festival. From insightful stories to light-hearted moments, the programming offers something for everyone, while remaining sensitive to current times. This year’s ABP Ananda Sharad Ananda is presented by Dear Government Lotteries, Fortune Refined Soyabean Oil, Tata Motors Winger, Jac Olivol, Nirma Beauty Soap, DavaIndia, Havells & Llyod; Co-powered by Madhukunj Agarbatti, Sister Nivedita University, Hint, Anmol Marie Plus Biscuits, Senco Gold & Diamonds, Oshea Herbals, Suruchi Spices, Wild Stone Code; and Partnered by Priyo Gopal Bishyoi, ShalimarCoconut Oil, Big Bull E-Vehicles. Digital Partner – ABP LIVE.
Adding to the festivities, ABP Ananda’s popular reality game show, Paara e Paara e Serar Lodai 2024, has made a comeback. The 11-episode series, airing daily at 5:30 PM, features local Durga Pujo Committees from across the city competing in a fun-filled contest that celebrates community spirit. This year’s “Paara e Paara e Serar Lodai 2024” is presented by Benarasi Niketan; Co-powered by Secret Temptation and Basak Guinea Museum; Partnered by- Samata Co-operative Development Bank Ltd.; Special Partner is Manmohan Jadu Malom. The digital partner is ABP LIVE.
In addition, the channel has made a brand refresh toits Surakshar Puraskar IP as ABP Ananda Sarbojanin Purashkar, broadening its scope to include not only safety but also artistry, grandeur and the overall responsible celebration of Durga Pujo. The award, which will be given to the top Pujo Committees based on above criteria, aims to recognise the balance between creativity and community responsibility in this year’s festivities. This year’s Ananda Sarbojanin Pursashkar is Presented by Ambuja Cement; Co-Powered by – Secret Temptation, Shalimar’s Enriched Coconut Hair Oil, RR Kabel, AIS Windows & Glass, Nnoni, Sturlite; Partnered by – Duta Guromoshla, MPP Jewellers, Hero Motocorp; Digital Partner – ABP LIVE.
Through the “Celebrate the Durgas” campaign, ABP Ananda encourages viewers to reflect on the true meaning of Durga Pujo. This year, the festival honours women as the true embodiments of Maa Durga in our daily lives. By highlighting their strength and resilience, ABP Ananda aims to inspire societal change and a collective commitment to empowerment and equality.
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.
