Ad Campaigns
Ghadi wears a mask to say prevention is better than cure
NEW DELHI: What is the simplest thing anyone can do to protect themselves and their loved ones from the pandemic that is raging across the country and the world? The answer lies in remembering to wear a mask every time we step out. Yet, this simple message has either not reached everybody or is simply being ignored or forgotten.
Ghadi detergent has decided not just to reach out and remind millions but walk the talk themselves.
In an initiative conceptualised and executed by ADK Fortune Communications, a WPP company and part of Wunderman Thompson South Asia Group, the most powerful and effective medium was used to drive this message home – the Ghadi detergent pack. The pack reaches millions of Indian households, even in areas where the reach of TV and other mass media is extremely limited. So, to spread awareness and reach the maximum number of households, the Ghadi pack was utilised.
Ghadi covered its logo (the very face of the brand) across its entire range of detergents, with a printed mask to remind and inspire people to wear a mask. And emblazoned on every pack is the message: Bachaav Mein Hi Samajhdaari Hain (It makes sense to save yourself), to underline the importance of putting on masks to check the spread of the Coronavirus.
To further scale up this message, Ghadi supported this initiative with a digital film directed by Pradeep Sarkar. It shows a young girl in a shop who makes her father realise that the best way to show you care is by wearing a mask – just like the pack itself. Produced by Apocalypso Filmworks Pvt Ltd, the film will be released across India in five regional languages with a full-blown PR and social media campaign.
RSPL joint MD Rahul Gyanchandani said, “As a category leader, Ghadi has always believed in making a positive impact. In these troubled times, using our pack and then extending the campaign to other mediums seemed like the best way to bring about a change in behaviour and further build upon our connection with our massive consumer base.”
ADK Fortune Communications VP & ECD Nakul Sharma commented, “It started as a small idea; a unique way of connecting with the consumer. But with the client backing it fully, this initiative by Ghadi is now actually impacting people and their thinking. For Ghadi, this is just the beginning. We truly want our mask-wearing initiative to become the starting point of a mass movement.”
In the coming days, Ghadi plans to distribute 10 lakh masks across India for free.
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.
