Ad Campaigns
Campaigning with a purpose
MUMBAI: The countdown to the ‘who will claim the kursi’ has started and finally after spending enough and more moolah on advertising and campaigning, the world’s largest democracy will vote for its 16th Lok Sabha.
Indiantelevision.com brings to you a roundup of all the television commercials launched by Congress and Bharatiya Janata Party (BJP) to woo the voters – young or old, man or woman – and what was the message the parties wanted to convey through these.
Campaigns by Congress
India’s transformation
Storyboard: The ad focuses on one man who is taken aback with no ATMs, no flyovers or no mobile phones. Only to be woken up to the reality which is quite different. He is relieved to see that the amenities, which have become an integral part of our lives today, are back. He laughs off the dream and is happy about how our lives have changed in the past 10 years, thanks to all the development.
Purpose of the ad: The adverts show the progress the country has made in the last 10 years i.e. under the UPA regime. Be it telecom, infrastructure or other facilities, everything has become a part of our lives.
The video highlights the inclusive growth, economic development and social equity achieved through the various welfare schemes of the Central Government. It underscores the impact of policy decisions at the ground level for participatory governance within the right framework.
Bharat Nirman
Storyboard: A police jeep enters a busy street where street vendors are galore. The police hawaldar screams on top of his voice from the jeep telling the vendors to shut their shops as it is not allowed. However, one vendor (selling golguppas) refuses to bow down to the halwaldar’s dhamkis of shifting his cart to some other place. He proudly tells the policeman that he has a government approved licence to work and that it is his right.
Purpose of the ad: Through this campaign, Congress wants to highlight the scheme which helps street vendors. The Street Vendors (Protection of Livelihood and Regulation of Street Vending) Bill, 2014 which was passed by the Lok Sabha on 6 September 2013, provides for protection of livelihood rights and social security of street vendors.
Kattar Soch Nahi, Yuva Josh
Storyboard: The TVC revolves around a youngster (Hasiba Amin, a youth congress representative) who says that since India is a young country where 50 per cent of the population is under 30 years, only a party which can understand their beliefs, expectations, mindset, problems and dreams needs to come to power. And the party which does so is none other than Congress. So, under the leadership of young Rahul Gandhi, the youngsters can grow. The mantra is ‘not extremist thinking, but youthful energy’.
Purpose: To bring forward Rahul Gandhi’s ideology of approaching the youngsters to come together and work for the betterment of the country. RaGa’s vision suggests that we are young minds and should not believe in fanaticism but youthfulness.
Har Haath Shakti, Har Haath Tarakki
Storyboard: Again in this TVC, a youngster (Shabbir Ahmad, a youth congress supporter) is shown talking about his credence in Rahul Gandhi’s vision that we need to bring a change in our country with RTI, Food Security Bill, Lokpal Bill and Employment guarantee. He supports the vision for future which is to have ‘more equal, more caring society.’
Purpose: The ad highlights the need for the society to stand together. It also says that it is under Congress’ guidance/ hand that the whole nation will develop. The ad also highlights how the party has given a common man the power through its various schemes and bills. And this will empower them.
Congress Ke Mazboot Haath
Storyboard: Congress leaders like Sachin Pilot, Nirupam Roy, Jyotiraditya Scindia and many more can be seen sitting and discussing matters which concerns the nation and what can be done to address them. In the background, a song plays which symbolizes these politicians as Congress’ strong hands and it is they who will ensure that India moves forward.
Purpose: Moving towards a stronger India, Congress soldiers will always ensure people’s betterment and it will continue its efforts to provide a happy and prosperous life for all.
Bharatiya Janta Party (BJP): campaigns at a glance
Ab Ki Baar, Modi Sarkar
Storyboard: The black and white advert highlights how even though the country has progressed and people have sent there girls for higher education and work in other cities, they are not at ease. The woman/mother in the ad, stresses on the fact that the country isn’t safe in current government’s hands as women aren’t safe.
Purpose: After the Delhi gang rape case and many more that followed it, the campaign highlights the fact that the government has failed to provide safety to the women of the country and worse, hasn’t been able to punish the culprits.
I will Choose BJP, My Vote for Modi
Storyboard: A cobbler is shown reciting how a party headed by a dynasty has ruled the country for years and has filled its own pockets, while the poor has remained stagnant. He goes on to say that this time he for his self-respect, will choose BJP and vote for Modi.
Purpose: To showcase how poor have remained poor in the country while the politicians and others have filled their pockets.
Vote for BJP
Storyboard: The animated ad shows an umpire and a cricketer being disturbed by people who want their wishes to be fulfilled. People are shown screaming ‘humari maange poori karo’ while demanding petty things.
Purpose: These ads were launched during the T20 World Cup, and hence revolves around cricket (umpire and cricketers). The ads take a dig at Congress and Aam Aadmi Party (AAP).
BJP Anthem
Storyboard: The anthem shows BJP prime ministerial candidate Narendra Modi swearing by the motherland that he will not let her get destroyed and everyone will get his/her due. People from different socio-economic backgrounds are shown highlighting their concerns – no jobs, no safety, no economic growth etc.
Purpose: To bring to focus the scams and other issues concerning the common man to foreground. Through the anthem, the BJP is trying to give out a strong message to the voters, that if Modi comes to power, he will take the country to an upward growth.
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.
