Ad Campaigns
Blue Star Launches Water Purifiers with Immuno Boost Technology
MUMBAI: Blue Star has launched a stylish water purifier with 35 models across various price points that have RO, UV, RO+UV and RO+UV+UF technologies. The models brings up an unique lmmuno Boost technology which alkaline antioxidant water that strengthens the defence mechanism of the human body and helps the body to stay healthy and function perfectly.
Ogilvy India (West) chief creative officers Harshad Rajadhyaksha and Kainaz Karmakar said, “The idea of the campaign came straight from the product. The new range of Blue Star water purifiers come with a technology that improves your immunity. Babies dressed as cute warriors, armed with sippers, deliver this message in a simple and sharp manner.”
“The challenge was not so much in writing the script but in executing it endearingly. Cajoling the kids to act and handle the sippers was fun and exhausting, in equal measure.The director, Raylin Valles, worked hard to charm the kids and get them to act,” he added.
Blue Star chief marketing officer and head-corporate communications Girish Hingorani says, “Immuno Boost Technology enhances the pH level of water, giving alkaline water. The body tries to naturally maintain the acid-alkaline balance of the blood. But when the body is overly acidic, the system has to work even harder to maintain that balance and can lead to interference with the activity of all the cells in the body.”
“Alkaline water helps by neutralising the acid levels of the body, boosting metabolism, hydration and immunity. Further, this technology also helps fighting with toxic free radicals by providing enough antioxidants which results in better immunity and lower damage of cells. We have been using babies in all our communication, as we believe that water given to babies is the gold standard of purity. Our brief to Ogilvy was to highlight this unique feature along with babies,” he added.
Blue Star and Ogilvy took an innovative approach to convey this, through its campaign titled ‘Strong Babies’ using cute babies as a continuation from their previous campaign.
Conceptualised by Ogilvy ‘Strong Babies’ an epic warrior-style TVC that showcased babies as playful little warriors, ready to take on anything that came their way. Nobody could stop them from living ‘the baby life’ to the fullest. A feet-stomping, battle theme ran over situations tied in water sippers seamlessly. It ended with a call to ‘get armed with immunity’ and telling viewers to bring home Blue Star’s new range of water purifiers with Immuno Boost Technology.
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.
