Ad Campaigns
Bail Kolhu sparks a new wave of mindful voting with the launch of #ChunoSahi campaign
Mumbai: In a narrative that unfolds like a compelling story, Bail Kolhu, from the house of BL Agro Group, the respected name synonymous with purity and quality in the edible oil industry, introduces a thought-provoking #ChunoSahi campaign on all social media platforms. Against the backdrop of election fervour, the campaign tells a tale that goes beyond consumer choices into the heart of civic responsibility. It paints a vivid picture of the familiar spectacle of promises cascading like confetti during political seasons and urges citizens to exercise their civic duty with discernment.
In launching the #ChunoSahi campaign now, Bail Kolhu strategically responds to a crucial juncture in the societal landscape, where consumer mindsets are evolving. They are progressively becoming more conscious, informed, and discerning in their choices. They no longer passively consume advertising but actively seek out brands that resonate with their values and uphold social responsibility. #ChunoSahi campaign leverages this opportune moment to foster a dialogue about the importance of making informed decisions, not just in the kitchen but also when it comes to overall societal mindfulness.
The film opens with a politician mid-speech, portraying a familiar scene of promises made by political parties. Viewers are transported into a world of extravagant pledges: hospitals, farming automation, robotic cleaning, high-tech education and impeccable, smooth roads. The light-hearted film continues and then sheds light on a fundamental concern often overshadowed by the grandiosity of political rhetoric. Grand commitments are alluring but when will politicians start to fulfil basic necessities like access to lavatories for basic hygiene.
The cinematic journey concludes with a succinct, impactful statement: “आपको लुभाने के लिए नेता जी की ज़ुबान तेल की तरह फिसलेगी, लेकिन आप अपने मत को मत फिसलने देना।” Translated, it urges, “To entice you, politicians’ words may slip like oil, but do not let your vote slip away.” This closing message serves as a poignant reminder and a compelling call to voters, urging them to choose their representatives carefully, akin to the diligence they employ in selecting their cooking oil.
Leads Brand Connect managing director Richa Khandelwal elaborated, “Bail Kolhu is a symbol of unwavering commitment to authenticity, and we sought to extend this ethos beyond the confines of the kitchen. Our choice of a concept that draws parallels between the meticulous selection of cooking oil and the act of casting a vote is intentional. By infusing humour, the campaign adeptly resonates with viewers, effectively encouraging citizens to make informed decisions about their political choices.”
BL Agro managing director Ashish Khandelwal expresses, “We believe in fostering a society where citizens are not just consumers but active participants in shaping the narrative of our nation. #ChunoSahi is a call to action to ignite civic responsibility. The campaign artfully weaves humour and social consciousness, prompting viewers to reflect on the practical implications of grand promises when basic needs are not being met. We invite everyone to join us in this journey of awakening.”
#ChunoSahi is not merely a campaign. It is a narrative crafted with finesse, transcending the boundaries of commercial promotion to become a story of civic awakening.
आपको लुभाने के लिए नेता जी की ज़ुबान तेल की तरह फिसलेगी, लेकिन आप अपने मत को मत फिसलने देना।
• आपके क्षेत्र के बड़बोले नेता जी का कौन-कौन सा वादा पूरा नहीं हुआ ? कमेंट में ज़रूर बताएं।#ChunoSahi #Election2024 pic.twitter.com/Za5wDGMdGW
— Bail Kolhu (@BailKolhuOils) March 12, 2024
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.
