Ad Campaigns
BIG FM, mcgarrybowen India launch #PrideFromHomeByBigFM
NEW DELHI: BIG FM, one of India's largest radio networks, together with mcgarrybowen India, the creative agency from the house of Dentsu Aegis Network (DAN), has taken its philosophy ‘Dhun Badal Ke Toh Dekho’ a step further in its latest campaign, #PrideFromHomeByBigFM.
The pride march represents something precious, especially for those who had been shunned, shamed and even jailed for years. The idea behind the rally is to promote the right to live with pride and dignity against oppressive laws and stifling societal values. Every year, millions of courageous people come out on the streets and express who they are. They walk holding hands, kiss who they love, and hope that the world will see them differently.
But 2020 changed it all. The Covid2019 induced global pandemic that enforced a strict national directive that everyone follows physical distancing has led people to stop expressing themselves at public gatherings including the pride march. Therefore, BIG FM, in association with mcgarrybowen India, decided to encourage everyone to be part of the Pride parade without leaving their homes and showing support by hoisting an unusual flag from the safety of their homes.
People were asked to do what they do every day – put their clothes to dry but with a twist. This time, they had to show their support by arranging them in a manner that creates the pride flag. They were further asked to take a picture of the same and upload it using the hashtag, #PrideFromHomeByBigFM. Various RJs from Big FM along with many LGBTQ community activists, friends and followers, came together to show support. From social media promotions, reminding people about this unique initiative, to mentions by RJs on-air, they encouraged more and more people to do this simple act that needs no effort.
Commenting on the campaign, a BIG FM spokesperson said, “We at BIG FM have always focused on driving forward a sense of purpose and outcome in all our campaigns and initiatives. Since it was the pride month, we wanted to bring the celebrations home to the millions who revel in these rallies. During this time, by bringing the community together in a unique manner by ensuring social distancing, we, as a network, continue to be one of their biggest supporters.”
mcgarrybowen India national creative director Aalap Desai added, “The lockdown has changed the way people behave and has challenged the creative team to think harder and asymmetrically about creative solutions. While there are many powerful insights that can be tapped into, we needed to think of many creative ways to put them into action. Creating a Pride flag using your laundry was, for us, a stroke of ingenuity.”
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.
