Ad Campaigns
ADK Fortune produces short film ‘Raabta’
Coronavirus is here to stay and has changed and impacted the world in ways in more ways than one. All communication for most part of this year has been focused on this virus. From saluting corona warriors, to public service messages urging people to wear masks and maintaining social distance.
ADK Fortune, a WPP company and part of Wunderman Thompson South Asia Group, felt it was now time to spread a message of hope and how corona patients had actually found friends who stood by them.
With cases increasing by the day, it was their belief that they needed to create not just an advertisement – but a short film that actually took on this gloomy picture and turned it around.
And thus, was born a completely pro-bono effort between ADK Fortune and director Gautam Vaze at Full Circle Productions.
Speaking about the core idea, Nakul Sharma, VP and ECD, ADK Fortune, said, “The creative script took off when we realised that a simple game of tambola went beyond love for the game and took on a deeper meaning of care, love and support. We are overwhelmed by the response the film has received. The messages across age groups and from different parts of the country ( not to mention NRIs who have sent it back to their friends and family in India) just proves that what started out as just a simple idea to bring cheer and positivity has already touched hundred thousands of people.”
The production house and the director managed to coordinate a remote shoot between two locations and three actors namely national award-winning actor Arundhati Nag and theatre stalwart Neena Kulkarni along with Aayushi Lahir whose acting prowess made this film even more powerful.
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.
