Ad Campaigns
Godrej uses HIT to battle out ‘World Malaria Day’
MUMBAI: According to a Business Standard report, around 56 per cent of Indians don’t use mosquito repellents. In rural markets, 72 per cent of the population does not use any such product. And tapping this market is Godrej Consumer Products (GCPL). The brand has over the years launched a variety of products for this untapped market.
Plus, with the rising threat of dengue and malaria, Godrej is always seen taking initiatives through its brand communication. It can be noted that there are about 103,395,721 suspected malaria cases in India. On the eve of ‘World Malaria Day’ HIT has rolled an interesting advertising campaign. Executed by Lowe and Linteractive, the brand has used a 360 degree approach with an inclusion of a digital film on social media along with seven TVC spots, radio and print media.
The agency developed a digital video which shows a life cycle of a mosquito in Facebook timeline format. The character named as Miss Malaria is seen flaunting her life events. Till she gets a friend request from HIT and dies the next moment after the request is accepted. The video has already got over 161,485 hits in day’s time.
The campaign idea was simple yet smart. The communication was released across different media platforms; one to understand what a user can do for ‘World Malaria Day’ by participating in the polling to enable the brand to do things and two to understand why the brand should educate the users about the hazards of malaria.
Apart from this, to ensure there is more action oriented activity on social media, the brand conducted a poll asking what social initiatives should HIT take on this ‘World Malaria Day.’ The one which gets the highest votes will be the activity that the brand will initiate.
Along with this, six TVCs have already been released that shoots out a strong message on the lines of how people are ignorant about malaria. The campaign tries to wake them up!
It is interesting to see how brands are rolling out strategies that are thought provoking and hit’s the right mindset.
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.
