Ad Campaigns
Bisleri International launches ‘Bisleri Greener Promise’ sustainability campaign
Mumbai: Bisleri International Pvt Ltd, one of the first consumer goods companies to become plastic-neutral and water positive, has unveiled its sustainability campaign – Bisleri Greener Promise. The campaign highlights the role of Bisleri as a responsible corporate committed towards water security, plastic recycling and creating a circular economy.
To strengthen its mission of a greener future for all, the campaign highlights the journey of Bisleri International towards used plastic by upcycling it into apparels, school bags, benches, amongst others. Besides, it showcases the work undertaken towards conserving water and building check dams, creating a greener prosperity for generations to come.
Commenting on the new campaign, Bisleri International Pvt Ltd CEO Angelo George said, “At Bisleri International, sustainability is a fundamental value guiding all our actions. We take immense pride in our achievement of becoming a plastic-neutral and water-positive enterprise. Our innovative practices, strategic partnerships, and dedicated teams have helped us to successfully offset our plastic footprint and replenish more water to the environment than we consume in our operations. However, we recognise sustainability as an ongoing journey. We are committed to improving our practices by embracing innovations as part of the Bisleri Greener Promise to create a better world.”
Commenting on the creativity of the campaign, CCO India of 82.5 Communications CCO India- Anuraag Khandelwal said, “Apart from being synonymous with drinking water, Bisleri, over the years, has created as much heart space as mind space, with consumers. Besides being the nation’s most loved packaged drinking water brand, Bisleri’s consistent efforts to give back to the planet are also unmatched. This is a curtain raiser for the world to see what Bisleri does in silence for the world it envisages. The bird is a mascot of the world Bisleri is creating and its proud journey to becoming Plastic Neutral and Water Positive. The message is conveyed in true Bisleri style, without being ‘gyaani’.”
Conceptualised by 82.5 Communications, the campaign will be promoted across digital platforms and blogs. The aesthetically shot film showcases the company’s initiatives and priorities, which are aligned with the United Nations Sustainable Development Goals.
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.
