Ad Campaigns
Helios embraces Navaratri with the #Time Is Changing campaign
Mumbai: Helios, the watch store from Titan Company Ltd, unveils its #Time Is Changing, DVC campaign, a powerful celebration of Navaratri that pays homage to the Goddesses of today. In a thoughtful initiative, Helios forges an inspiring collaboration with nine exceptional women, who, embody the same unwavering strength and courage, and fearlessly confront contemporary social challenges.
Helios has been consistently at the forefront of innovation and social awareness, exemplified by their year-round #Time Is Changing campaign initiatives. From the #LoveEarth campaign on Valentine’s Day, which redefined the significance of the occasion by emphasizing sustainability and environmental responsibility, to their Pride Month celebration that celebrated inclusivity and love without boundaries through couple’s watch gift boxes. On International Women’s Day, Helios launched the thought-provoking #TimeIsChanging campaign, focusing on women’s empowerment and menstrual hygiene in a unique manner while the Raksha Bandhan campaign witnessed the encouragement of self-love and cherishing the unbreakable connection between self-care and caring for others. With each distinctive campaign, Helios has created a lasting and positive imprint while consistently bringing revolutionary concepts to the forefront.
In an era where the tides of time have shifted, and demons have morphed into new, perplexing forms, the face of evil has donned an ever-evolving mask. In this landscape, the new DVC fearlessly raises a profound question: What does evil look like today? The abhorrent horrors of acid attacks, a grotesque response to a simple refusal, and the chilling devaluation of human life commoditized in a world driven by materialism, are just a few facets of the challenge. The world is confronted with the existential threats of climate change, which imperil our planet, suffocating Mother Earth. Amidst these perils, Helios and these remarkable women unite as indomitable beacons of hope against the ominous backdrop of our modern age.
This DVC narrates the incredible journeys of nine remarkable women who embody the spirit of resilience and determination. Beautiful Bharat co-founder Odette Katrak demonstrates incredible commitment to sustainability while Anupama Shivacharya, a certified Calisthenics Coach, empowers others through physical fitness and strength. Advocating for mental health awareness and supporting women struggling with postpartum depression, Anvita Nair exhibits determination. In addition, Pallabi Ghosh, entrepreneur and founder of Impact and Dialogue foundation, showcases valour in her battle against Human trafficking. Bidisha Saika advocates for biodegradable pad vending machines in government schools to support menstrual hygiene, exemplifying perseverance. Sumathi Ravindranath, an early interventionist and special educator, offers hope and support to those with developmental disabilities through her dedication. Sanitation educationist, Archana KR embodies compassion and responsibility as she tirelessly campaigned for clean school toilets after documenting hundreds of dirty unusable toilets in Karnataka. Priya Varadrajan, founder of Durga India organization and lead for Gender Justice and Persons with Disabilities Clusters within The Azim Premji Philanthropy, empowers women and girls who are survivors of gender-based violence and abuse, showing fearlessness. Pragya Singh, an acid attack survivor, is running an online campaign urging banks to make their online KYC process more inclusive, demonstrating immense strength.
These extraordinary women embodying the spirit of goddesses are relentlessly fighting to overcome challenges and resist societal norms and injustices. They serve as beacons of hope, illuminating the path forward by demanding what is rightfully theirs and tirelessly working to create a better world for all.
Helios is proud to be a part of this extraordinary journey, sharing the brave stories of these real-life heroes who embody the change they wish to see in the world. Through the #TimeIsChanging campaign, Helios aims to empower and inspire women everywhere by celebrating their stories and choices, driving positive change and creating a more inclusive and equitable world.
Speaking about the campaign, Titan Co. Ltd head of retail, watches and wearables Ajay Dwivedi said “At Helios, we recognize that time is changing, and we are committed to celebrating the strength and resilience of women who are at the forefront of this change. The #TimeIsChanging campaign is not just a tribute to the Goddesses of today but also a call to action for everyone to join hands and stand up against the evolving evils of our time. We believe that by sharing these stories and experiences, we can inspire more individuals to make a difference and empower women to lead the way in shaping a better future for all.”
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.
