Ad Campaigns
Canon India launches #CaptureWithCare campaign
Mumbai: “Don’t Let That Breathtaking Shot Get Literal” — this line led Canon India’s latest initiative, sparking curiosity. To mark World Photography Day, Canon India launched the ‘#CaptureWithCare’ digital campaign. This effort aims to remind photographers that safety should always come first. Through the campaign, Canon India emphasises the importance of responsible practices to keep photography both beautiful and safe.
In an era where social media drives trends, the pursuit of attention-grabbing content has led to a rise in dangerous photography practices. Reports indicate many incidents involving young social media users and influencers risking their lives for the perfect shot in hopes of gaining followers. India’s large population of 1.4 billion, combined with a growing affinity for social media, exacerbates this trend. Notably, Uttarakhand has seen a 63 per cent increase in train track accidents over the past two years due to the craze for selfies and Instagram reels, highlighting the urgent need for responsible photography.
On the sidelines of such startling facts, the #CaptureWithCare campaign was devised and rolled out in two stages. The first phase featured teaser posts on Canon India’s social media handles with witty one-liners, aimed at creating buzz and drawing attention to the campaign.
For the second phase, a powerful video was released on World Photography Day across social media platforms—including Instagram, Facebook, LinkedIn, X, and YouTube—highlighting the stark contrast between the beauty of photography and the potential dangers of unsafe practices. The video, anchored by the message #CapturewithCare, emphasizes that photography should be a celebration of life, not a cause for mourning.
As a brand deeply committed to the art of photography, Canon India remains dedicated to fostering a culture of safety alongside creativity. This campaign aligns with Canon’s philosophy of ‘Delighting You Always,’ ensuring that photographers can continue to capture moments of beauty without compromising their safety or that of others.
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.
