Ad Campaigns
Ambuja Cements empowers Gujarat’s coastal communities with CSR initiatives
Mumbai: Ambuja Cements, part of the diversified Adani Portfolio, actively transforms Gujarat’s coastal communities through impactful CSR initiatives. For over 30 years, the company has collaborated with rural populations around its Ambujanagar plant to tackle pressing challenges such as water scarcity, agricultural development, and livelihood enhancement.
In the Gir Somnath district, Ambuja Cements combats salinity ingress, which threatens both agriculture and drinking water sources. Through strategic interventions like check dams, pond deepening, and river interlinking, the region evolves from a ‘Dark Zone’ plagued by severe water depletion to a thriving area with abundant groundwater. These efforts enable farmers to boost crop yields, transitioning from single-crop farming to cultivating three-season crops, which significantly enhances their income and food security.
Beyond water resource management, Ambuja Cements empowers over 44,000 farmers in Saurashtra by promoting improved agricultural practices, animal husbandry, and sustainable farming techniques. The establishment of Self-Help Groups (SHGs) and skilling centers provides local women and youth with financial independence and employment opportunities, underscoring the company’s commitment to gender equality.
“The work of Ambuja Cements has not only replenished our land but also brought new hope to our lives,” says a local farmer from Kodinar. “Now, we can grow three seasons of crops instead of just one.”
Through its CSR initiatives, Ambuja Cements remains dedicated to facilitating sustainable livelihoods for communities where it operates. These grassroots efforts cement the company’s role not only in infrastructure development but also in building resilient communities for the future.
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.
