Ad Campaigns
K Raheja Corp unveils ‘Desh Ki Dhun’
MUMBAI: Building on the melodies of the past two Independence Days – Pragati Ki Dhun, a tribute to India’s progress, and Azaadi Ki Dhun, a salute to the nation’s freedom, K Raheja Corp now unveils its third edition titled: Desh Ki Dhun, a two-minute crowd-sourced musical celebrating the spirit of everyday India. The musical brings together spontaneous and fun responses from people who interact with the Group’s business verticals – employees and officegoers at Mindspace Business Parks, residents of K Raheja Corp Homes, guests at Chalet Hotels, shoppers at Inorbit Malls and Shoppers Stop, and the labourers on site. Captured in moments of work, leisure, travel, and shopping, these unfiltered voices blend into an uplifting harmony, offering a vibrant tribute to the nation, this Independence Day.
The film opens with a simple question: “Aapko kya karne se aati hai Azaadi Wali Feeling?” Responses were captured exactly as they were shared – light-hearted banter over chai at the office café, the calm of a home balcony at sunrise, the delight of a complimentary buffet breakfast, the rush of a flash sale. Each unfiltered phrase became a lyric; each natural cadence transformed into a beat. No professional vocalists, just India speaking in its very own authentic voice. The idea is conceptualised by the K Raheja Corp’s Corporate Communications Team, music is composed by the gifted music director Sanket Sane, with visuals directed by Alok Sutar.
K Raheja corp head – corporate communications, Cheryl D’souza-Waldiya said “With Desh Ki Dhun, we’ve transformed the everyday voices of India into an ode to Independence Day. By placing real people at the heart of the song, we celebrate the fact that our spaces – from offices to homes, hotels to malls and retail stores, are far more than structures. They are vibrant stages where India’s spirit comes alive each day. Every handshake, every smile, every shared moment adds a note to this anthem of progress, and together, we’re composing a future that is bold, united, and unstoppable.”
Desh Ki Dhun premieres today on YouTube, LinkedIn, Instagram, and Facebook handles of K Raheja Corp. Viewers are invited to share their own #AzaadiWaliFeeling moments with #DeshKiDhun.
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.
