Ad Campaigns
ITC Sunrise Spices exhibits ‘Swaad Bihar ka’ through poetic renditions
Mumbai: In continuation of ‘Swaad Bihar ka’ campaign, ITC Ltd.’s Sunrise Spices announced collaboration with 14 spoken-word artists from Bihar. As part of the initiative, ITC Sunrise Spices will celebrate the region’s vibrant literary legacy with a series of 14 captivating videos that delve into the treasure trove of Bihari literature.
Artists like Swastika Rajput and Anshuman Singh express their deep emotional ties through spoken-word poetry, while Priyesh Sinha brings humour to debunk stereotypes on regionalism. Sahil Kumar, through his commendable poetry, attributes his artistic journey to the cultural roots of Bihar. Together, these videos exemplify how the ‘Swaad Bihar Ka’ campaign has provided a platform for the artists to share their personal connections, reminiscing fond memories and experiences from their hometowns.
Speaking about this initiative, Sunrise Spices business head Piyush Mishra said, “Bihar is known for its rich culture and heritage, and as a brand, we are identifying ways to create deeper connect with the region. ‘Swaad Bihar Ka’, is a tribute to the essence of Bihar, a journey that resonates with each Bihari’s soul. Our latest collaboration with talented spoken-word artists celebrates Bihar’s rich heritage and provides a platform to local artists to show their skills and share their heartfelt connections with the land they call home.”
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.
