Ad Campaigns
Isobar, Godrej Security engage Twitter users on Friendship Day
MUMBAI: Isobar, the digital agency from Dentsu Aegis Network India which handles the digital mandate for Godrej Security Solutions, had recently launched a marketing campaign, #StayConnected, to celebrate Friendship Day.
As part of the campaign, Godrej Security Solutions tapped into the usual order of Friendship Day banter and took that on to Twitter. The brand engaged audiences with a personalised tweet response every 30 seconds, leading to nearly half-a-million impressions for the activity. The response from Twitterati was further leveraged when Godrej Security Solutions went on to engage in conversations with brands such as Durex and Café Coffee Day.
Isobar India creative director Ranjeet Kumar said, “We knew that the idea of creating branded, bespoke emojis and ambushing the user’s conversation in a pleasantly surprising way will get us their attention. But, until it is personalised at scale with the creative use of digital, it will not have a big impact. So, we developed a custom API over our social listening tool, integrated it with an AI bot that listens, learns and engages with people on friendship day (tracking more than 100 dynamic keywords), and then contextually converses with them. For us, perception change is a long-term goal, and we have successfully kicked it off with a one-on-one dialogue with our TG.”
Godrej Security Solutions vice president and global head marketing, sales and innovation Mehernosh Pithawalla added, “We believe in innovations that make our offerings relevant in daily lives. This activity was nothing but an extension of the same ideologies. Small innovations like these that individuals can relate to, make a serious category like ours a lot more interesting.”
Campaign is based on the insight that 92 per cent of the online population today use emojis to portray an emotion, a feeling or an expression. Not to forget, there are ‘select’ emojis that we use to identity with our near and dear ones. This gives brands an opportunity to latch onto conversations and become a part of the discussion chain.
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.
