Ad Campaigns
Dabur Meswak showcases rare stories that are sure to inspire someone
Mumbai: With years of trust, Dabur, the leading FMCG brand has established itself as a familiar name in Indian households. Amongst its portfolio of products, the company has delved deep into the oral care segment with its herbal variants.
Dabur Meswak, one of their dental care brands, has been created using the extracts from the rare Miswak tree which is known for its immense oral care benefits. What makes this tree even rarer is its resilience to withstand the brutal forces of nature in the dry, arid regions of Africa and the Middle East.
The sheer resemblance of the characteristics of the Miswak tree with that of human beings, is what drove Dabur Meswak to begin their journey in highlighting rare and inspiring stories about people, in their campaign – ‘Rare Stories by Meswak’.
This digital-first campaign – ‘Rare Stories by Meswak’, conceptualised by Pulp Strategy, throws a spotlight on people who have stepped out of the box to follow their passions and dreams. Dabur Meswak not only acknowledges these stories but also gives it the due glory that it deserves. The main objective of this campaign is to discover people across the country who are doing something different and to provide them with a platform through which their stories can be heard.
The campaign will be promoted on Dabur Meswak’s social handles, which will redirect users to the microsite where they will be able to submit stories about themselves or someone they know, along with their details.
Out of the entries received, three lucky winners will be shortlisted who stand a chance to win Amazon vouchers worth Rs 25,000 each and get featured in an exclusive film released by Dabur Meswak, which weaves these stories together to build a narrative that connects back to the core idea.
Dabur India, marketing head – oral care, Harkawal Singh commented, “The insight behind the campaign comes from the core ingredient in Dabur Meswak – the rare Miswak tree. Taking this insight forward, we conceived a campaign that focuses on rare stories where people dared to do things differently. With this campaign, we aim to bring forward people from even the remotest corners of the country who have a unique and inspiring story to tell. Because, we believe that every rare story deserves to be heard.”
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.
