Ad Campaigns
Colgate’s Real Winners, Real Stories edition 10 take centre stage
MUMBAI: Colgate Scholarship Program came alive with its 10th edition of campaign Real Winners, Real Stories, which showcases how the program has benefited Indian families and children in a small yet meaningfull manner.
The Colgate Scholarship Program is an annual limited edition where the brand offers Rs 1 lakh to each individual. In the 2018 edition, more than 500 children can win a scholarship from Colgate. And to ensure that there’s something valuable for every consumer, Colgate has partnered with BYJU’s, an education app, to provide a free one-month subscription of BYJU’s maths and science lessons with every Colgate Scholarship pack.
Colgate Palmolive (India) Ltd director-marketing Arvind Chintamani said, “The Colgate Scholarship Program has reached over 35 crore Indians across 100 cities, in the last nine years. Our objective is not only to increase the number of scholarships every year but also to offer something meaningful to all Colgate consumers. Our partnership with BYJU’s (which started last year) is a testimony to that over nine lakh children availed the free BYJU’s audio/video lessons through the Colgate Scholarship packs and we hope to increase that number exponentially this year.”
Till now, the program has reached more than 35 crore Indians, impacting their lives in a small yet meaningful way.
Red Fuse Communication creative director Sanjay Sipahimalani says, “With the Colgate Scholarship Program, we’ve witnessed inspiring stories of people taking steps to fulfill their aspirations. Over the years, we realised that every scholarship winner has a unique story to tell and the only way to do justice to their story was to let them narrate it, without a script or a storyboard. That is what makes this campaign unique, yet challenging. Real people, working towards real dreams.”
The TVC of Colgate Scholarship which went on air last week gives the viewer a glimpse of the real life of the children and families that have benefitted from the program over the years and aims to inspire more children and their parents to participate in the program. Real Winners, Real Stories campaign will be supported across all platforms to generate awareness and drive participation.
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.
