Ad Campaigns
Bail Kolhu’s #ChunoSahi campaign breaks the internet with unprecedented reach and impact
Mumbai: Bail Kolhu has set a new benchmark with the #ChunoSahi campaign. The innovative campaign has captivated audiences across the nation, distinguishing itself with a resonant narrative and outshining other election-related campaigns with its extraordinary reach and impact.
In a landscape crowded with election-related campaigns, #ChunoSahi stands out as unique. The leading FMCG company is proud to be the only brand to introduce an initiative focused on making informed voting choices rather than simply voting, setting a new standard in consumer engagement and civic awareness.
The campaign’s digital footprint is nothing short of remarkable. Across all platforms, the campaign amassed over 48 million views, 558,038 likes, 28,909 shares, and 10,651 comments. These impressive numbers highlight the campaign’s widespread appeal and its effectiveness, both in the kitchen and at the ballot box. The campaign was also released on national TV and radio channels.
The creative force behind the #ChunoSahi campaign is Leads Brand Connect. The full-service creative brand marketing agency ideated and executed the three different ad films for the initiative.
The impactful campaign, which intricately weaves humour and societal responsibility, has transcended the boundaries of traditional advertising. It has sparked a significant dialogue about the importance of making informed decisions, not only as consumers but also as responsible citizens. This pioneering approach has not only differentiated BL Agro from other brands but also cemented its position as a leader in both the FMCG sector and social advocacy.
BL Agro MD Ashish Khandelwal expressed his pride in the campaign’s achievements: “At BL Agro, we have always believed in fostering a society where citizens are actively engaged in shaping their future. The #ChunoSahi campaign reflects our commitment to authenticity and responsibility. It is heartening to see how this initiative has inspired people to think critically
about their choices and take actions that are informed and not rote. We are proud to be the only FMCG company to have launched such a concept during this crucial election period.”
Leads Brand Connect managing director Richa Khandelwal, shared her thoughts on the campaign’s success: “The impact of #ChunoSahi has been phenomenal. Our goal was to create a narrative that resonates deeply with the audience, urging them to reflect on their choices. We are thrilled with the positive reception and the thoughts and conversations it has generated. The campaign once again proves that there is driving power in creative storytelling to bring about social change.”
The resounding success of #ChunoSahi highlights the influence of innovative storytelling and its ability to fuel meaningful engagement. As Bail Kolhu continues to push the boundaries of marketing, it remains committed to delivering impactful movements that foster positive change.
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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.
