Ad Campaigns
Havells announces a new campaign ‘#SahiPaaniKaSignAlkaline’
Mumbai: Havells India has launched a new campaign titled “Sahi Paani Ka Sign, Alkaline” in a bid to raise awareness of its range of Gracia alkaline water purifiers that help to restore the alkalinity of water to pH 8+ and remove contaminants and disease-causing bacteria.
Started in August, the campaign will be promoted till the end of September on all social media platforms, including Facebook, Instagram, and YouTube, and will be amplified on digital platforms.
The first phase of the campaign is promoted through digital display advertising, and the second phase includes two videos that reinforce the overall campaign message.
The core thought behind the idea is that people go through a lot of indications and signs in their day-to-day lives.
The campaign “Sahi Paani Ka Sign, Alkaline” tends to answer that very question through a juxtaposition of the signs in our daily life while focusing on the fact that alkaline is the sign for the right kind of water. Through this campaign, the brand’s mission is to inspire personal wellness through the power of drinking alkaline water.
The campaign’s first video begins with a woman sitting at a dinner table with a variety of junk food spread around her while she chooses to eat a healthy salad bowl over junk food. Moving on, she chooses to drink water, which is alkaline.
While the second video talks through a similar narrative through physical workouts, communicating a healthier way of life.
Havells India executive vice president-electrical consumer durables Rajiv Kenue said, “The India water purifier market is one of the largest in the Southeast Asian region and is expected to exhibit a CAGR of 10.27 per cent during 2022-2027. We have introduced a new range of Gracia Alkaline water purifiers keeping in mind that consumers take a more hands-on approach to health these days and our product is the right fit in the entire ecosystem.”
Speaking at the launch, Havells India executive vice president-marketing Rohit Kapoor said, “There have been a lot of conversations around immunity and health. Water being one of the most basic commodities in our daily lives, the conversation around it being intrinsically safe is very relevant. Through this narrative, we intend to bring more awareness to our Gracia range of alkaline water purifiers. And to communicate the benefits, we have used the plot of signs as people today are consciously choosing healthier options in life, like opting for a salad or jogging, which is an indication of healthy living, while using them creatively to convey the top-of-mind recall for our product range.”
He further added, “Our intention is to bring closure to the association of the Gracia range in the water purifier category, which is already cluttered, by offering a differentiated product from the house of Havells.”
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.”
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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.
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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.
