Ad Campaigns
Godrej launches Good Knight Neem coil in South India; rolls out campaign
BENGALURU: Godrej Consumer Products Limited (GCPL) has launched Good Knight Neem Low Smoke Coil in South India. A campaign including a TVC by JWT in South India has been live for the past month or so. The company says that this latest entrant in the Household Insecticides (HI) category has been infused with visible cues of neem using advanced technology that lends enhanced power of neem to the coil.
GCPL vice president, marketing, home care Ajay Dang said, “As pioneers in the Household Insecticide category for over 30 years, we have been known for our innovative and effective product solutions. With the sudden rise of mosquito infestation cases in the country, it was need of the hour to offer a superior solution to the consumers. We felt the need to bring out an effective product that is easy to use by a large set of homes in India and is available at an attractive price point. The launch of Good knight Neem Low Smoke Coil is a positive step towards that direction.”
“Neem is a natural mosquito repellant and the new coil also has low intensity smoke, which makes the new product more attractive to Indian homes. I am sure our consumers will pay heed to our latest offering and appreciate the efficacy of the new Good knight Neem coil,” he added.
“The Good Knight brand is an important brand for Godrej and is valued at between Rs 1000 to 1100 crore,” informed Dang. With regards to the Neem launch, Dang said, “Depending upon the region, we will supplement the TVC with print and/or ground activation. At present the focus is towards the urban market, but we are also interested in the rural market. We will see how the product is received in the South before going in for a national launch.”
The TVCs have been created in Hindi and about 15 to 16 languages for the regional markets. As of now, the Neem Low Smoke Coil ad is being aired on the main channels in South India as the product is available only in the South.
Madison is handling the media buying duties from Godrej’s Neem Low Smoke Coil.
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.
