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Dia Mirza makes her directorial debut with public service film #KidsForTigers
NEW DELHI: Actor and producer Dia Mirza has made her directorial debut by directing a Public Service film on the occasion of World Tiger Day 2016, taking her commitment to championing causes connected with nature to the next level.
Written by Cara Tejpal and Sahil Sangha, captured by ace photographer Rohan Shrestha and produced by Born Free Entertainment, the film aims to spread the vital message of Tiger and Nature Conservation through the innocent yet aware voices of children belonging to different age groups.
Dia said: “This has been one of the most beautiful experiences of my life! Involving our future generation in this initiative has been nothing short of enlightening and fulfilling for me. As tigers struggle for survival, I hope that the message sent out is strong enough to nudge our nation to guarantee the tiger protection from threats like poaching, and intrusion into their natural habitat. We need to remember, what happens to the tiger, to our forests and our rivers, ultimately affects each one of us”
Sanctuary Asia head & well-known conservationist Bittu Sahgal said: “Dia Mirza joined the Sanctuary family over three years ago when she spearheaded our ‘Leave Me Alone’ campaign. Since then she has evolved into a highly credible voice for conservation, tirelessly supporting issues that are crucial but lack visibility. By conceptualising and directing this PSA, Dia has crafted a poignant message from over one million Kids For Tigers to the elders who are in control of their lives: ‘We demand you leave us a better world. All we need to do is protect nature and nature will protect us!’”
The status of the animal still remains “endangered though countries such as India, Nepal, Russia and Bhutan have registered an increase spike in the Tiger population.
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.
