Ad Campaigns
EORTV Engages with ITC on a promotion campaign
Mumbai: EORTV, a LGBTQ focussed OTT platform, has tied up with ‘Engage’, a body fragrance brand from ITC for a promotional campaign. The campaign played out digitally on EORTV the streaming platform and its social media properties for a little more than two weeks.
As a part of the campaign, the brand’s banner advertisements were put on EORTV’s website and streaming app for 15days. A substantial brand exposure was given on the platform’s YouTube channel and other social media handles. A 15 second pre roll of Engage perfume’s audio-visual creative was attached to EORTV’s driver property, I Love Us 3. On screen-logo pop up in each episode of the show, I love Us 3 was also integrated into the campaign.
A subsequent contest was also run where gift hampers of Engage were shared with early bird subscribers and winners to encourage them to subscribe and view the platform.
Speaking about the collaboration, EORTV COO Falguni Shah said, “We are really thrilled to have Engage- ITC on board. When a mainstream brand associates with EORTV it is very reassuring. Right from the outset our mission has been to integrate the LGBTQ community into mainstream society. Any effort or association in that direction is always very heartening. A widely used brand like Engage associating with us is a proof of inclusion. It sets a precedent and helps in paving the way for a much-needed change.”
Speaking about the campaign, EORTV CEO Deepak Pandey said, “Engage is a very powerful brand and this association shows that the brand is connecting with the audiences in a meaningful way. EORTV has a very strong niche and we feel this collaboration is a step in the right direction towards inclusivity ”.
EORTV is a video streaming app that offers thousands of hours of premium, exclusive and original content. The main mission of EORTV is to create a number of diverse and inclusive stories of the LGBTQ + community, thereby eliminating any kinds of biases based on gender stereotypes and sexual orientation(s).
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.
