Ad Campaigns
Jindal Stainless launches ‘ज़ंग Warrior’ campaign
Mumbai: Jindal Stainless, a stainless steel manufacturer, today launched the ‘ज़ंग (Corrosion) Warrior’ brand campaign to coincide with the World Day Against Child Labour. The campaign aims at building skills for sustainable societal change by showcasing a positive social impact on the lives of fabricators through the company’s Stainless Academy initiative. The Academy aims to develop an ecosystem that drives awareness and appropriate adoption of stainless steel, under which Jindal Stainless provides free fabrication training to fabricators.
The ‘ज़ंग Warrior’ brand campaign, as part of the larger ‘Jindal Saathi 5.0’ project, includes three heart-warming videos that put the spotlight on prevalent social issues in India such as women inequality, social injustice, besides child labour. The videos unravel the emotional stories of individuals who have found a path to economic independence and self-reliance through the Stainless Academy. The first video highlights how the programme empowers women to achieve economic independence and break gender barriers in the fabrication industry. The second video focuses on equipping fabricators with unique skill sets to build a brighter future for themselves and their families by ensuring their children’s well-being and education, in turn helping eradicate child labour. The third video, meanwhile, showcases the opportunities created through these fabricator training programmes for individuals from underprivileged backgrounds to gain acceptance and respect in the society.
Talking about the campaign, Jindal Stainless MD Abhyuday Jindal said, “At Jindal Stainless, we believe everyone deserves a chance to build a successful future for themselves and their families. The ‘ज़ंग Warrior’ campaign is an expression of this core value. It is dedicated to all those warriors who are fighting against societal evils. We are proud to see the Stainless Academy empowering individuals to overcome social barriers and achieve self-reliance. So far, more than 32,000 fabricators have benefitted from them, and we plan to target as many as 16,000 fabricators in FY25 alone. By upskilling fabricators and enhancing their quality of life, we are committed to strengthening the entire ecosystem, especially the downstream industry.”
The campaign draws a powerful parallel between the inherent qualities of stainless steel – its resistance to corrosion (ज़ंग)– and Jindal Stainless’ dedication to combating societal ज़ंग, or evils from society. The videos go beyond showcasing the technical skills learned, highlighting the broader social empowerment the fabrication training programme provides. The video series culminates with a powerful call to action, emphasising the importance of collective effort in driving social change. It concludes with a message of hope, highlighting the transformative power of skill development and community empowerment.
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.
