Ad Campaigns
Godrej Industries’ media properties celebrate Rakhi with #RespectAllBandhans
Mumbai: Taking its #RespectAllBandhans campaign to newer heights, Godrej Industries Ltd and Associate Companies (GILAC), through its owned media platforms of Godrej L’Affaire and Godrej Vikhroli Cucina unveils two digital films. This heartwarming campaign serves as a reminder to respect and protect every bond while being cognizant of the biases and stereotypes, paving the way for a united world. Both films beautifully depict that every bond deserves to be cherished, regardless of gender, age, ethnicity, or any other factor that may otherwise lead to discrimination.
Respect transcends labels, genders, and relationships. Godrej L’Affaire, the experiential owned media lifestyle platform by Godrej Industries portrayed it elegantly in the #RespectAllBandhans digital film. It illustrates how practicing kindness fosters a world of mutual respect. The video questions- Just as we turn on Goodknight Gold Flash for peaceful sleep, what if we could also turn off stereotypes that easily. Just as we can now make restaurant-style food at home with Godrej Yummiez, what if we could extend family-style unity to the world outside. Just as removing greys is so easy with Godrej Expert Rich Crème, what if we could remove our mental biases too. Just as a simple bar of Cinthol Lime soap can make us feel alive and awesome, what if we could make each other feel the same too. Just as loans with Godrej Capital go beyond the load of gender and offer same-sex loans, what if we could also let go of the load of gender differences. Just as products at Godrej Agrovet through its offerings ensure the health and wellness of cattle, what if we treated animals just as kindly. And finally, just as we don’t let any negativity reach our homes, what if we treated our nation as our home too.
Similarly, boosting this campaign with an interesting and tasty twist, Godrej Vikhroli Cucina, the owned media platform by Godrej Industries dedicated to food and culinary space, collaborated with Chef Vicky Ratnani to cook an interesting respect all bandhan recipe titled ‘Chatpata Humanity Millet Chat’. This recipe is made with Godrej Yummiez Millet Patty and a few other ingredients. Every step in the recipe not only guides the viewer through the cooking process but also weaves in profound messages about shattering biases and stereotypes. Beyond a mere recipe, it’s a thoughtful exploration of inclusivity and kindness.
Speaking on the campaign, Godrej Industries Ltd and Associate Companies VP and head- corporate brand and communication Sujit Patil said, “The #RespectAllBandhans campaign was launched to communicate a higher purpose of nurturing kindness and empathy towards all relations. It represents a viewpoint, suggesting that compassion, kindness, protection, and understanding should be demonstrated across all relationships and not just between a brother and sister. The digital films released in the second edition of the #RespectAllBandhans by Godrej L’Affaire and Godrej Vikhroli Cucina, attempt to break biases and we hope these films encourage everyone to break free from preconceived notions and embrace a culture of acceptance across relationships. #RespectAllBandhans is a call to action for a more inclusive world.”
These digital films provoke thoughtful questions with beautiful visuals for our audience to ponder and open their minds to inclusiveness. Because, when we #RespectAllBandhans, the world becomes a home for all.
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.
