Ad Campaigns
Karigari launches ‘Empowering Sisterhood, Flow with Care’ campaign
Mumbai: As the festival of Raksha Bandhan draws near, Karigari by Chef Harpal Singh Sokhi, the renowned fine dining restaurant chain, is taking a bold and compassionate step to honor the bond between brothers and sisters. This year, Karigari is launching a heartfelt initiative titled “Empowering Sisterhood, Flow with Care,” dedicated to raising awareness about menstrual hygiene and ensuring that every woman is protected and cared for, just like a brother would protect his sister.
In a move that reflects Karigari’s deep commitment to social responsibility, the restaurant has installed free disposable sanitary napkin dispensers in all its outlets. With this initiative, Karigari is not just serving delicious food; it is also serving the needs of women, making sure that they are supported, especially during their menstrual cycles.
“We believe that sanitary pads are a necessity, not a luxury,” said Karigari founder & CEO Yogesh Sharma. “Through this initiative, we are not only addressing a critical health issue but also reaffirming our commitment to the well-being of our customers, especially women. This Raksha Bandhan, we want every woman who walks through our doors to know that she is valued, protected, and cared for,” added Karigari COO Manish Sharma.
Karigari’s initiative goes beyond just providing sanitary pads. It’s about igniting conversations around menstrual hygiene, breaking taboos, and encouraging women to prioritise their health. The campaign aims to make menstrual hygiene a topic that’s discussed openly and without shame. By offering free sanitary napkins, Karigari is taking a stand and leading the way for other brands to follow. “Menstrual hygiene is a fundamental aspect of women’s health, and at Karigari, we’re committed to making a difference,” said Karigari director of marketing & communications Shreyansh Jain.
The campaign is also heavily supported by a vibrant social media movement, featuring the hashtags #MenstrualHygieneMatters and #EmpoweringSisters. Karigari invites everyone to join the conversation, share their stories, and spread the word about the importance of menstrual hygiene. The campaign will be amplified through engaging content, influencer collaborations, and partnerships with NGOs and healthcare professionals to reach as many women as possible.
Karigari’s commitment to this cause is unwavering, and the brand is dedicated to making a tangible impact. As part of the initiative, Karigari will also be organising workshops, donation drives, and events aimed at educating and empowering women, with renowned Chef Harpal Singh Sokhi lending his voice and support to the cause.
This Raksha Bandhan, Karigari invites everyone to celebrate the spirit of protection, care, and sisterhood. Visit Karigari, and not only enjoy an exceptional dining experience but also witness and be a part of a movement that is set to change lives.
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.
