Ad Campaigns
Harpic pledges to ‘Make India Toilet Proud’
MUMBAI: Harpic, a pioneer in the toilet cleaning category, has reinforced its commitment for providing universal access to sanitation through its new campaign ‘Make India Toilet Proud’ coupled with the launch of ‘Swachh Bharat Pack’.
The campaign aims to drive behaviour change by normalising the act of cleaning. It encourages every Indian to dissociate taboos linked with cleaning toilets and feel proud to own a sparkling clean toilet. The newly launched ‘Swachh Bharat Pack’ comes with new packaging that enables consumers to get a bottle-like experience with a single use pack only at Rs 5.
Commenting on the announcement, RB Hygiene Home CMO marketing director for South Asia Sukhleen Aneja says, “Harpic urges people to not just build toilets but, also take care of them, maintain it regularly and be proud of it. To make this possible, solutions need to be made available at a cost that is universally accessible for all. The Swachh Bharat Pack is a true revolution in an organic base that allows bio-degradation of waste in twin pit toilets.”
Commenting on the same Akshay Kumar, Harpic sanitation ambassador adds, “Together with Harpic, I would urge all of you to join us in the mission and make India toilet proud. Shame linked with the word ‘toilet’ is only for those who keep their toilets unclean.”
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.
