Ad Campaigns
ANTS Digital unveils #TheLinesWeDraw campaign
Mumbai: With increasing competition to make an impact in the marketing world, brands and marketers have often blurred the lines of ethics and responsible marketing communications. To raise awareness against these practices, ANTS Digital. a fully integrated marketing communications agency, has launched a unique campaign #TheLinesWeDraw to establish awareness around responsible communication.
A series of six innovative creatives and reels, #TheLinesWeDraw is aimed to create awareness through social media to highlight ethical way of marketing. It is intended for the entire industry to look within and question if they have gone overboard with their campaign for their clients putting their reputation on stake.
Through this new campaign, ANTS Digital reiterates its core values of ethical communications that includes respect, clarity, honesty, integrity, authenticity, and inclusiveness; these values are what have driven the integrated marketing efforts for a diverse range of clients at the agency.
Speaking on the importance of responsible marketing communications, ANTS Digital CEO Sanjay Arora said, “Keeping communication ethical should be the bedrock of all campaigns. As agencies we have a very important role to play and there is a very thin line between what is right and acceptable and what is not. It is the responsibility of agencies to counsel clients and avoid communication that crosses the line. Through this campaign we wanted to create an awareness and send a strong message to the industry to responsibly use communication for their brands. Sharing this message through our social media handles, we are sure it will bring some positive change in the industry.”
ANTS Digital has a proven track record of delivering some of the best and award-winning creative campaigns. ANTS Digital aims to deliver many more responsible marketing campaigns to clients across all sectors and deliver the best future-forward marketing while sticking to the core values of #TheLinesWeDraw.
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.
