Ad Campaigns
Cactus celebrates the forgotten women in the field of science and technology
Mumbai: A science communications and technology company, Cactus Communications, launched a new campaign, “#WomenWhoChangedTheWorld,” to celebrate and bring back the forgotten tales of women in science, technology, engineering, and mathematics (STEM) back into the spotlight.
This year-long campaign started on 8 March 2022, featuring 52 inspiring women across the globe, with one story being highlighted every week of the year through Cactus social media handles.
The campaign features inspirational Anna Mani (the weather woman of India), Alice Ball (an African American chemist who developed the “Ball Method”), Katherine Johnson (one of the first black American mathematicians to ever work at NASA), Rosalind Franklin (a British chemist and x-ray crystallographer), and many others, and celebrates their contributions and the life-changing scientific discoveries made by them.
Through this campaign, the company has quietly unveiled a hard-hitting reality that highlights the under-representation and disparity in STEM caused by deep-rooted social norms, stigma, discrimination, and biases against women. Cactus is determined, as the voice of science and technology, to amplify the stories of these under-represented heroes who made an unforgettable contribution to the science and technology space, leaving a legacy for many to follow but not receiving their due credit.
Cactus CEO and co-founder Abhishek Goel said, “Women have always played a key role in where we see science and technology today. However, very few can name these trailblazers, which is tragic. We at CACTUS, feel responsible for bringing the stories of these women to spotlight through our #WomenWhoChangedTheWorld campaign.”
A key creator for the campaign, Cactus creative director Saurabh Doke said, “Women have historically played a key role in the advancement of science and technology that has been long overlooked. This campaign is a tribute to all the unsung heroes who have not only contributed to but also defined the world we live in today. This heartwarming and thought-provoking campaign recognises the significant role women have played and advocates that we celebrate them throughout the year and not just on one day. Cactus aims to spread the much-needed awareness of women’s contributions to the world of science and technology and relay valuable information about them through this campaign.”
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.
