Ad Campaigns
Drink clean water, urges Moonbow
MUMBAI: Moonbow, the umbrella brand from sanitaryware company HSIL Limited launched their TVC campaign ‘Ab India Peeyega Achcha’ for their water purifiers.
The TVC narrates the story about the innocence of childhood as children from different socio-economic background play together and share water since ‘Accha Paani Share Karna Acchi Aadat Hai’. The new TVC visibly captures Moonbow’s initiative to highlight that everybody irrespective of their race, caste or creed is entitled to pure drinking water.
Speaking on the new brand campaign, HSIL Limited president – consumer products division Rakesh Kaul said, “One of the biggest challenges in India today is access to clean drinking water. With this TVC, we perfectly capture the brands commitment towards providing consumers across India with clean drinking water. The TVC will play on primetime TV slots across general entertainment channels, select English and Hindi news and movie channels from 14 February.”
Translating the product thought of ‘Ab India Peeyega Accha’ on to a story line came from the life insight, that children see no barriers. Marrying the same to the aspiration of the brand to make good drinking water accessible to all. The TVC celebrates and demonstrates the same through its story line. Invoking the emotions of oneness that is fuelled even more in the social fabric of the country today. It is a simple story that begins in the kitchen of a home where a kid takes off to play with a bottle of water from the Moonbow water purifier to the playing field. The kid sees a bunch of boys as spectators, and invites one of them to play, after a demonstration of his skill. Soon the other boys other boys are also invited to play. The TV commercial ends on a high note of sharing water because when you have something good you share it with others, instilling the spirit of oneness.
According to the director Aman Sachdeva, whose recent work includes TVC’s for Oppo phones with Hrithik Roshan, Akash Digital, Nestle and Ministry of Power, said, “Films are as good as the teams involved in it. We made an honest film with a sublime message of how kids don’t have any prejudices when it comes to social class/ background differentiation. Authentic casting, convincing performances and emotional quotient of the film is just about in right balance as intended.”
Quoting on the TVC, Team Contract said, “In a fairly cluttered market, where every brand spoke of technology and gave rationale to why their water purifier works seemed very similar to each other. The idea really qualitatively talks about the collective spirit with ‘Ab India Peeyega Achha’. While the broader theme was about Sharing is good, and with Moonbow Water Purifier, you share good water no matter who you are sharing it with.”
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.
