Ad Campaigns
IIL launches engaging campaign with new anthem for Tractor Brand
Mumbai: Insecticides India Limited (IIL), one of India’s premier crop protection companies has launched an anthem for its revolutionary umbrella brand ‘Tractor Brand’. The anthem, which also features the brand’s ambassador and Bollywood superstar Ajay Devgn, covers several leading IIL products under the Tractor Brand, including Shinwa, Mission, Izuki, Hercules and Sofia. This comes as the company continues to seek more innovative ways to connect to farmers across India and beyond.
The campaign, conceptualized by BEI Confluence, a leading advertising agency with 360 integrated solutions with long experience in FMCG & Agri/Rural Category, would be transmitted across multiple platforms to provide the much-needed education and enlightenment to its teeming farmer population and raise awareness about the Tractor Brand. The anthem comes in a colorful potpourri of dance, music, laughter, and happy faces, performed in multiple languages to appeal to India’s incredible diversity.
The bright scenery of the ad triggers an eruptive emotion of joy and abundance, the result that comes from applying the right crop protection products to their farms. IIL has been on a mission to help transform agricultural practices by offering cutting-edge innovation. “Our Tractor Brand is the hallmark of our innovativeness in finding practical solutions to the challenges that farmers face. By helping to protect their crops, and boosting yield, we’re playing our role in safeguarding their livelihood and contributing to the rural economy.
“This is why this anthem is necessary and I am happy with its execution. Today Tractor Brand has its credibility and is popular among the farming community now we need to take this relationship to next level. It is a great way to connect with them, and give them a sense of belonging to our “Tractor Brand”. We hope this will better take our message of the Tractor Brand and help the farmers understand the need to use our Tractor Brand range of products for increased productivity.,” said Insecticides India Limited managing director Rajesh Aggarwal.
The anthem was packaged with a well-thought-out strategy to make it easy for Indians to sing along and have a feel-good feeling, reflecting the brand’s desire to uplift the farmer’s spirit every time they use a Tractor Brand product. Mr. Aggarwal adds that the overall aim of the company is to extend its support to the nation’s agriculture sector by educating farmers on developing sustainable crops, and providing the products that will help them achieve such crops.
IIL has reiterated its commitment once more to agricultural growth through farmers welfare and empowerment. The popularity of the Tractor brand stems from its position to make the mandate of IIL a reality, as well as its “hand-in-hand” with farmer’s strategy. The brand hopes that the campaign will be a catalyst as it hopes to consolidate on its 105+ branded formulations, 380+ SKUs, and an impressive FY 2022-23 with about 5 new products and further growth in 2024.
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.
