Ad Campaigns
ACC launches its new campaign ‘Bharosa Atoot’
Mumbai: ACC, the cement and building material company of the diversified Adani Group, launches its latest campaign that embodies its legacy of trust & durability. The film ‘ACC Bharosa Atoot’, takes viewers on an enchanting journey that beautifully captures a range of emotions and experiences, with trust as the cornerstone.
ACC’s latest campaign honors and acknowledges the dedication and sacrifices made by our armed forces. The storyline, rich in symbolism, begins with an evocative scene of an airplane’s shadow touching down gracefully on an airstrip. It’s a metaphorical homecoming, a return to trust. Following this, we see an army, the embodiment of resilience and dedication, marching forward. Their unity is captured in a simple yet profound moment when two hands meet in a handshake – a silent declaration of the trust soldiers place in each other, which is emphasised by the words ‘Bharosa Lagta Hai’.
The narrative takes a tender turn as we see an army man returning to his family. The air is thick with anticipation until joy shines from a young girl’s eyes, seeing her father. As she rushes to envelop him in a hug, the scene encapsulates the pure, unadulterated bond between a father and daughter. A mother looks on, her eyes reflecting a mix of pride and emotion, her smile capturing the essence of family and the ties that bind.
Navigating through the picturesque hill road on a serene drive, the narrative captures a mother’s gentle guidance steering her family home, while a reassuring touch from the father underlines their shared journey and bond symbolizing the trust of ACC. Adding another dimension to the tale, the vast expanse of a concrete bridge and dam emerges as a testament to the quality and durability synonymous with ACC. The ending is on an emotional note, culminating with the entire family coming together and leaving the simple yet powerful message – ‘Ghar bhi bharose se banta hae’.
Cement business CEO Ajay Kapur said, “From urban megastructures to every home, ACC has played an instrumental role both in India’s growing infrastructures and in the lives of common people. Through this film – Bharosa Atoot’, we would like to take people on a journey of why we build what we build. A journey to show the positive impact of our company on the lives of millions of Indians and the nation. A journey of winning the unbreakable trust of India.”
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.
