Ad Campaigns
Ghadi tackles vaccine hesitancy in its latest ad film
MUMBAI: India launched the world’s largest Covid-19 vaccination programme on 16 January 2021, to protect its eligible adult population. But misguided hesitancy and misinformation about vaccines continues to pose a substantial threat to the spread of the pandemic. Ghadi decided to do its bit, as a responsible national brand, to tackle these rumours and fake news through a hard-hitting film that delivers the message simply and effectively.
‘Teeka Umeed Ka’ (A vaccine of hope ) is a clarion call from the detergent brand that proves vaccines not only offer a way out of the pandemic, but they are a ray of hope for all of us in these tough times. The challenge was to stay relevant and sound as true as possible because the aim was not just to spread awareness but to encourage people to overcome vaccine hesitancy and get inoculated, said the brand.
The film was directed by Pradeep Sarkar, and scripted and executed by ADK-Fortune Communications, a WPP company and part of Wunderman Thompson South Asia Group.
Speaking about the initiative, RSPL joint managing director, Rahul Gyanchandani said, “Ghadi being the leader brand in its category has always taken a lead in issues concerning social change. The pandemic is a challenge like no other for each one of us. And with this campaign, our attempt is to convince people that vaccination is the only way to a brighter future.”
Elaborating on how the campaign has fared, ADK-Fortune Communications VP and ECD Nakul Sharma, commented, “The idea was to craft a hard-hitting and non-preachy message. We are overjoyed by the initial response and hope that this initiative by Ghadi detergent motivates people to go for their TeekaUmeedKa.”
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.
