Ad Campaigns
iProspect India, Essilor launch #SeeGoodDoGood campaign
MUMBAI: As the world struggles amidst the COVID-19 lockdown, many brands across sectors have stepped up to empower their workforce including the international ophthalmic optics company, Essilor. To lend support to its staff during these weary times,
Essilor has partnered with iProspect India, the digital agency from the house of Dentsu Aegis Network (DAN), to launch the #SeeGoodDoGood campaign. For the record, Essilor is a French spectacle lens manufacturing company and ranks #1 in spectacle lens production,
worldwide.
Executed by iProspect India, #SeeGoodDoGood is an initiative by the brand to support the livelihoods of the sales staff at optical stores. The agency’ is assisting Essilor to disseminate the brand’s first-of-its-kind initiative in the optical industry across India, digitally. It is
pertinent to note here that the agency’s Bengaluru office assisted to churn out supportive communication pieces for the campaign.
Through the 8-week-long campaign, the brand intends to reach out to its customers and urge them to stand up for those who are currently in desperate need. For every Essilor lens purchased, the brand is contributing 3% of the proceeds to the sales staff at the stores
where the purchase was made.
iProspect India branch head – South Krishna Kumar Revanur said “Digital medium is helping brands to communicate during such difficult times. We are happy to partner with Essilor on their latest campaign.”
Essilor CEO – South Asia Maarten Geraets added, “By leveraging the digital medium, we want to reach out to the ones affected by the pandemic and help as many as possible. #SeeGoodDoGood campaign is one of our several initiatives that is meant to support our partners in trade to relaunch themselves post the Covid-19 crisis. The campaign will help the stores revive and support their staff as we drive more footfalls to the store. We are all together in our efforts to fight the current crisis and everyone – brand or an individual – need to help and support each other.”
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.
