Ad Campaigns
Britannia launches ‘Har Pocket Ab Dustbin’ campaign
Mumbai: It’s easy to justify tossing our wrappers when there’s no bin in sight. What’s harder is holding onto those wrappers till you find a dustbin! In their latest for Britannia, Talented.Agency celebrates a milestone for the legacy brand – two years of 100 per cent plastic neutrality with a film on adopting a simple habit. Their choice of protagonist? An eight-year-old. The earnestness of a child is a striking reminder to do better, develop a conscience for cleanliness and be responsible for your own waste, if not everybody’s.
Har Pocket Ab Dustbin (Every Pocket, now a Dustbin) is an attempt to encourage millions of Britannia consumers to be cognizant of their surroundings and join the brand in its commitment towards efficient plastic collection and processing, leading to 100 per cent plastic neutrality. Everyone can also join the pledge with Britannia at https://www.britannia.co.in/do-not-litter
Britannia has been actively working around various measures such as sustainable sourcing of ingredients & packaging, enriching the products with vitamins and minerals, natural resources efficiency to minimise environmental impact and much more. One of many steps the company has taken is processing over 43,000 metric tonnes of plastic in FY 22-23 alone and being 100% plastic neutral for over two years.
Commenting about the initiative of #HarPocketAbDustbin, Britannia CMO Amit Doshi said, “Britannia is on a mission to be known as a responsible global total foods company. With the efforts of all our functions, we have been 100% plastic neutral for over two years, and on the occasion of World Earth Day – we wanted to bring light to our efforts. We wanted to extend the initiative to all our consumers because despite working at this scale, the individual efforts that you and I can make cannot be undermined. #HarPocketAbDustbin is an effort to tackle the plastic problem together with our consumers.”
On the campaign, CodeRed director Gajraj Rao added, “This is the first time we’ve crafted an entire film for a brand without ever showing their product. We had more products on the snack tray of this shoot than in front of the camera. Kudos to team Britannia on their efforts to be sustainable. I look forward to watching them continue on their path of plastic neutrality, not just because I’d like to make them more films for future milestones!”
#HarPocketAbDustbin is a simple yet impactful plea to take ownership of our own litter through a habit many of us are not unfamiliar with.
Shedding light on how the insight came to be, the team from Talented, Sanket Audhi, Balaji Padmanabhan and Pearl Alex commented, “We noticed many of us were already performing the ‘fold it, hold it, wait, dispose it’ with our own litter. We also noticed we started it young. #HarPocketAbDustbin is our attempt at compounding the effect this habit had on us and our surroundings, by keeping it going through a movement that kids and India alike can follow! How we deal with today’s plastic problem will take small actions like this and larger systems like Britannia’s efforts. This was a first taste at zero waste, and we’re glad to play our part in it!”
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.
