Ad Campaigns
Finolex Pipes celebrates Navratri with ‘Peedhiyan Badlengi, Parampara Nahi’ campaign
Mumbai: Finolex Pipes and Fittings, India’s leading pipe brand, has launched its Navratri campaign, continuing the successful ‘Peedhiyan Badlengi, Parampara Nahi’ (Generations Change, Traditions Don’t) series. The campaign explores the rich diversity of Navratri celebrations across India through three captivating videos that bring cultural stories to life with AI-generated visuals.
The first video of the series is already live, and the second video premieres today, 7 October 2024. The final video is set for release on 9 October 2024. The campaign invites viewers to engage by sharing their personal Navratri stories on Finolex’s social media platforms, fostering a deeper community connection.
Finolex Pipes & Fittings, vice president of marketing and communications, Sumit Bhatia says, “Navratri embodies resilience, continuity, and unity – values that Finolex champions. Our visually stunning campaign not only honors enduring traditions but also invites audiences to connect with the festival’s essence in a modern and engaging way.”
Finolex continues to lead with innovation, using AI to highlight how traditions evolve while maintaining their core significance. This campaign builds on the success of Finolex’s Ganesh Chaturthi initiative, reaffirming the brand’s commitment to celebrating timeless traditions.
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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.
