Ad Campaigns
Dabur Red Paste cheers for Team India with ChaubeJi’s #SabkoChabaaJaayenge
Mumbai: Dabur Red Paste, the reigning champion of ayurvedic toothpaste brands, is all set to ignite the World Cup fervour with its electrifying #SabkoChabaaJaayenge campaign. As World No 1 Ayurvedic Toothpaste & loved across the nation, Dabur Red Paste continues to strengthen its legacy by rallying behind Team India during this thrilling global tournament.
With a steadfast commitment to combatting seven dental problems, Dabur Red Paste brings back the iconic character Chaubeyji, who is overflowing with confidence that Team India will “chabao” (overpower) their rivals. This year, Chaubeyji takes centre stage, showcasing his unique talent of effortlessly devouring challenging food items from competing countries while playfully quipping about how Team India will “chabao” anyone who dares to obstruct their World Cup journey.
Chaubeyji’s return is a symbol of unwavering support for the Indian cricket team and a testament to Dabur Red Paste’s dedication to complete oral care. As a brand deeply rooted in Ayurveda, Dabur Red Paste aligns itself with the spirit of unity and determination that defines Indian cricket.
Ogilvy India (North) chief creative officer Ritu Sharda said, “This World Cup season, we’re bringing back ChaubeyJi. Geared up as a die-hard Indian cricket fan, he’s back to his antics and ready to Chabao anything or anyone who comes in the way of our World Cup journey. We’re sure the campaign will strike a chord with our audience as our team, chabaos, rival after rival this world cup season.”
Dabur India Limited vice president marketing Abhishek Jugran expressed his enthusiasm for the #SabkoChabaaJaayenge campaign, saying, “Our mission at Dabur Red Paste is not just to provide exceptional oral care but also to celebrate the collective strength and spirit of India. The World Cup is the perfect stage for us to unite as a nation and cheer for Team India. With Chaubeyji leading the charge, we are confident that our Desh Ke Lal will ‘chabao’ their way to victory.”
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.
