Ad Campaigns
Colgate, Robin Hood Army’s #Mission5 serves more than 6 mn people in August
MUMBAI: Colgate-Palmolive (India), the market leader in oral care in India, in celebration of Independence Day, partnered with Robin Hood Army to serve five million people across the nation for its #Mission5 campaign. A zero-funds organisation, Robin Hood Army works to help the less fortunate, by providing surplus food from restaurants and communities.
The week-long #Mission5 campaign that started on 10 August and culminated on India's 73rd Independence Day, provided 6.3 million people across 867 villages and 112 cities with dry food supplies along with Colgate Strong Teeth toothpaste packs, reiterating Colgate’s commitment to Keep India Smiling.
Through this partnership, Colgate reached out to people across the geographies of Rajkot, Amravati, Indore, Kanpur, Ambala, Jammu, Agartala, Belgaum, Vizag and Siliguri, among others.
In line with Colgate’s belief that ‘Everyone deserves a future they can Smile about’, this partnership with Robin Hood Army, is a small but significant step to add value to the lives of people.
Speaking about the partnership, Robin Hood Army – Mumbai Chapter, Deepak Singh said, “It has been our pleasure to partner with Colgate for our #Mission5 campaign. They have contributed to the success of this initiative and we look forward to associating with them in the future.”
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.
