Ad Campaigns
HE comes back on International Men’s Day
MUMBAI: ‘HE’ , the popular deodorant brand from the house of Emami, has been for the past two years celebrating this day with lots of gusto and fervor. Backed with successful campaigns showcasing various moods and moments of life about which men wish to speak aloud, HE has been driving home the message, loud and clear, about the need to celebrate Men’s Day.
‘HE’ deodorant is again back, this year, to celebrate the International Men’s Day. But this time, HE’s celebration of the Men’s Day comes with a new twist !
A brand new digital campaign titled“#HEBROCODE” has gone live focusing on the unique bond which every man shares with his group of male friends! This distinctive bond of brotherhood is quite exclusive in nature and runs on its unique rules. This is a bond which tugs at the deepest chord of every man’s heart.
The campaign can be seen here:
#HEBROCODE has been an instant hit. Number of people joining the #HEBroCodebrigade is rising with every passing minute. Popular celebrities such as Rannvijay, Varun Sood, Karan Kundra, Prince Narula have already joined in with their bro code videos!
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.
