Ad Campaigns
HP India urges support for local artisans & street vendors
MUMBAI: As part of HP India’s #TuJashnBan campaign, the tech company has launched a digital video on the occasion of Diwali, Umeed ka Diya.
The video strikes an emotional chord to emphasise the need to buy products from local artisans and street vendors during Diwali. It resonates the message – “One small step taken by all of us can bring along a big difference in someone else’s Diwali” and encourages the viewers to support street vendors.
The three-minute video created by Autumn Worldwide shows the story of a child’s genuine concern for a street vendor, ‘Amma’ whose efforts to sell ‘diyas’ is not receiving a good response. To help ‘Amma’, the child designs, prints posters with her image, with the help of HP notebook and printer, urging people to buy ‘diyas’ from her. This leads to increased footfall which helps ‘Amma’ to sell all her ‘diyas’. The necessity of a childlike innocence to help the local street vendors is marvellously captured in this short video.
HP India is also putting concerted efforts to promote local street vendors by creating awareness through newspaper inserts, carrying their photo with the address. In addition to this, some of the major HP world stores will be lighted up by the ‘diyas’ purchased from street vendors.
Speaking about the film and the larger thought ‘#TuJashnBan’, HP India country marketing director Neelima Burra says, “At HP India, we believe in giving back to the society, and Diwali is just the right festival for us to come up with this inspiring campaign; where technology acts as an enabler. It is heart-warming to see how a small act of empathy can have a positive impact on someone else’s life. We all should pledge to make this Diwali a brighter one for at least one street vendor out there.”
Autumn Worldwide vice president Sahil Trehan adds, “The Diwali season always witnesses a huge influx of campaigns to draw audience attention in varied ways. With this video, we wanted to highlight an emotional reason that can create a positive and tangible impact in people’s life. The idea about how small acts of kindness can create an impact on someone’s life. We hope this film can make a difference and people go and buy from street vendors.”
The video released on various digital platforms of HP India has gone viral with over 2.3 million views and more than 60 thousand shares on HP India social platforms alone in just 2 days.
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.
