Ad Campaigns
BIG FM concludes its campaign ‘Jal Andolan – Desh Ne Thaani Not to Waste Paani’
Mumbai: In response to the escalating global water crisis, BIG FM, one of India’s leading radio networks, successfully concluded its purpose-led initiative ‘Jal Andolan – Desh Ne Thaani Not to Waste Paani’, aimed to raise awareness about responsible water usage. Responding to soaring temperatures aggravating water shortages across major Indian cities this summer, the campaign garnered significant support from celebrities, government authorities, activists, communities and NGOs.
Through this campaign, BIG FM also rolled out the ‘Jal Daan’ initiative, encouraging individuals to curb their water usage. The collected water was then distributed across various locations in Delhi and NCR regions with the help of water tankers. In addition to on-air initiatives, the campaign featured on-ground activities such as cleaning nearby water bodies, conducting awareness programs at malls, holding discussions with experts in schools and colleges and organizing painting, slogan writing competitions across all BIG FM stations.
The highly impactful campaign drew the attention of the Jal Shakti Department, with secretary Debashree Mukherjee IAS expressing her appreciation for the cause. Celebrities including Manoj Bajpayee, Divya Dutta, Raghuvir Yadav, Faisal Malik, Mini Mathur, Alka Yagnik and Anuradha Podwal supported the initiative by sharing how they are individually contributing to water conservation. Activists like Dr Rajendra Singh (The River Man of India), Sunanda Tai, Peepal Baba from the Give Me Trees Trust and Padma Shri Ganesh K. Mani showed their solidarity with the cause through audio and video messages. Additionally, listeners also shared their Jal Warrior stories on air by reaching out directly to BIG FM RJs or through their social media handles, detailing how they are saving water in their daily lives.
BIG FM COO Sunil Kumaran shared his views on the campaign, stating, “The need for water is perpetual for all. As demand rises and the population grows, conserving not only water but all natural resources has become crucial. Through ‘Jal Andolan,’ we aimed to further emphasize the importance of mindful water consumption and thereby the needs for its conservation. I would like to extend my gratitude towards all the dignitaries who supported this initiative; their influence is vital in fostering a healthier environment for those without access to fresh water.”
‘Jal Andolan’ concluded in Delhi with ‘Jal Daan,’ encouraging people to save water by using a bucket instead of taking a shower, not washing their car and reusing RO wastewater for household chores. Approximately 50,000 litres of water was distributed to water-scarce areas in Delhi by BIG FM RJs – RJ Khurafati Nitin, RJ Akriti and RJ Yogi — with the support of Delhi Police, various listeners and communities.
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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.
