Ad Campaigns
Bosch and Finish launches ‘#NoMoreDishStress’ campaign in Bangalore
MUMBAI: Finish, Reckitt Benckiser’s No.1 Auto-dishwashing detergent brand worldwide, today announced a mega launch in the Indian market in partnership with its global partner Bosch Household Appliances.
While, Finish has introduced a range of tablets specially designed for auto-dishwashers, keeping in mind the Indian washing needs, Bosch has also designed India specific dishwashers keeping in mind the Indian cooking style that leads to oily kadhai with tough stains to clean.
Model-actress Shanvi Srivastava unveiled the product range and the “#NoMoreDishStress” campaign by gifting a brand-new dishwasher for her mom to liberate her from dishwashing related stress.
At the event, RB Hygiene Home marketing director, south Asia Sukhleen Aneja said, we’d like to ignite a dishwashing revolution in India by helping families experience a new level of clean that handwashing dishes can never give. The dishwasher market in India stood at $30 million in 2017 and it is expected to reach $45 million by 2023. #NoMoreDishStress celebrates the technology of Finish tablets together with the Magic of Bosch dishwashers washing dishes that clean with water at 70 Degree Celsius to give consumers a never before hygienic clean.
BSH Household Appliances MD and CEO Gunjan Srivastava said, “Globally, Bosch has been the pioneer in dishwashers category. While the dishcare category is still at a nascent stage in India, we believe that the category presents a massive opportunity to scale. In the coming years, we plan to build and shape the dishcare category by helping Indian households reimagine dishwashing, with localised features perfected for Indian utensils, a robust route-to-market strategy as well as through collaboration with our global partner, FINISH. The #NoMoreDishStress campaign aims to educate consumers about dishwashers and its role in simplifying their busy lives by providing them convenience coupled with hygienic dishes which are 99.99 per cent germ-free.”
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.
