Ad Campaigns
Archies launches digital ad campaign for Rakshabandhan “RishteJazbatonKe”
Mumbai: Archies, the beloved and iconic gifting brand with a rich legacy in the industry, has consistently been spreading love, joy, and heartfelt connections. This Raksha Bandhan, celebrates Rishte with Archies as it is thrilled to announce the launch of its campaign video, “Rishte Jazbaton Ke”.
This campaign is launched digitally to cherish the siblings’ love and the unbreakable bonds shared between a sister and a brother, from those petty fights over a TV remote to complaining about to parents to cover for each other in adulthood, Archies aims to bring to life the cherished memories and deep connections that make this festival special.
The video beautifully portrays the emotions, affection, and rituals associated with Raksha Bandhan, demonstrating how Archies’ broad gift selection can make the occasion even more unforgettable. Archies continue to provide a diverse range of personalized presents, such as Rakhi hampers, greeting cards, and customized keepsakes, all designed to strengthen the bonds of love between siblings.
With this launch, Archies executive director Varun Moolchandani said, “We are excited to launch the ‘RishteJazbatonKe’ campaign this Raksha Bandhan, we want to celebrate the timeless and unbreakable ties of love that define this celebration. We hope that our campaign and carefully curated range of gifts bring joy and create lasting memories for siblings everywhere.”
Express the love you have for your sibling with Archies this Raksha Bandhan as it has something special for every brother and sister. Whether you are together or miles apart, Archies’ unique and personalized gifts ensure that your love and appreciation are beautifully conveyed.
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.
