Ad Campaigns
Carmesi encourages new perspective on menstruation through #RealWomenRealPads
MUMBAI: Marking International Women’s Day, natural and biodegradable intimate care brand Carmesi is working towards transforming the way society has been looking at periods through its social media campaign #RealWomenRealPads. The campaign shows real women, holding real pads, and having real moments of uninhibited joy with no shame, no feeling of embarrassment, no unrealistic jumping off walls, or flying away to glory wearing white pants.
The social media campaign is designed to let women know how normal it is to openly talk about periods, and how the narrative on menstruation needs to evolve and focus on real issues, real conversations, and the reality of period. Carmesi, therefore, invited three very different women for the campaign, none of them a professional model, and showcased how each of them with their wildly different personalities had one thing in common – ‘No inhibitions in discussing Periods’.
https://mycarmesi.com/pages/realwomenrealpads
Speaking about the thought behind the campaign, Carmesi founder and CEO Tanvi Johri said, “We, at Carmesi, believe that the new-age women in India are open to have conversations about periods. And so should be the brands, making period products. A pad can do more than just contain period blood. It can bring a shift in perspectives, and help erase the stigma around menstruation that has plagued the Indian society for ages.”
"A lot has changed since the time sanitary pad commercials made a debut on our TV screens. We saw the first wave of technology, learnt how to use a computer, and cherish the value of uninterrupted internet. But what hasn’t changed is the way we WERE and ARE seeing sanitary pads – Girls dancing in white pants, jumping off high walls, and acing at life. Then comes an animated pad, flying into the screen with blue liquid pouring into it, and makes a promise to keep the woman dry and comfortable. It has been 20 years, and yet, we don’t remember seeing an ad with a real woman holding a real pad, on the TV screen," says the brand in a press statement.
It further reads, “Carmesi aims to change that. The brand, therefore, has made a conscious effort to show that more and more women today want to have an open conversation about periods. They neither shy away from it, nor are they disgusted or embarrassed by it. It aims to highlight that brands need to take the onus of spreading this change, by portraying periods and period products in a more realistic manner. Because It Matters. Period.”
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.
