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CRY and Asian Paints join hands to beautify Churchgate station

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Mumbai: CRY – Child Rights and You, an NGO working to protect and honour the rights of children in India, in collaboration with Asian Paints took up the initiative of giving a makeover to Churchgate station. The effort was part of ‘Hamara Station Hamari Shaan’ India’s biggest beautification drive that is part of Daan Utsav, the Festival of Giving which kick-started on October 2.

CRY and Asian Paints took up the initiative to transform some of the ceiling columns, walls and 52 pillars of Churchgate Station into a stunning piece of artistic design. This was executed by 25 accomplished artists, alumni of Sir J.J. School of Art and part of Wallcano India, all generously offering their talent at no cost.

On October 2, CRY project children, donors, volunteers and employees also joined in the efforts to paint some walls of the station.

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CRY believes that education is key to enhancing and enriching childhoods, and is one of the most important investments a country can make in its children. Hence, the theme selected for Churchgate Station is education, and CRY hopes that this issue will be highlighted for the thousands of commuters who pass through the station each day.

“We are thrilled to be part of Hamara Station, Hamari Shaan and to have transformed Churchgate station into a colourful and welcoming space that brings alive the all important issue of education for children. For the CRY family, it is our way of giving back to Mumbai – a city we have called home for over 36 years,” says Kreeanne Rabadi, Regional Director-West, CRY

Speaking on the occasion, Amit Syngle, President-Sales, Marketing & Technology, Asian Paints Ltd said, “We at Asian Paints have been constantly working towards promoting art and making it directly accessible to the public since last few years. We believe it is our utmost responsibility to add colour and create a vibrant and happy environment in India. Mumbai’s local trains are the lifeline of the city connecting millions of people every day and we are delighted to partner with CRY for the beautification of Churchgate station and bring more colour, beauty and joy to the everyday lives of the Mumbai commuter. We are extremely proud to be associated with Hamara Station Hamari Shaan initiative and beautifying the station through art.”

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Amazon Ads maps 2026 as AI and streaming rewrite ad playbooks

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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.”

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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.

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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.

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