Ad Campaigns
Kerala to promote tourism with new ayurveda focused campaign
KOLKATA: The tourism department of Kerala government is planning to launch a campaign focused on ayurveda to promote tourism and position the state of Kerala as home of ayurveda.
The board is also looking at a year-long campaign – ‘Visit Kerala Year’ to celebrate tourism in the state and it would commence from mid-April, coinciding with the New Year in the Malayalam calendar.
Kerala Tourism spent around Rs 45 crore on the marketing and campaigns to promote tourism activities in the state in the current fiscal that id 2014-15. For the next fiscal, that is 2015-16, the budget would be in the same line if not more, as the state is betting on tourism growth.
“We will sooner have TVCs and campaigns focused on ayurveda to promote tourism,” said Kerala tourism, additional director (general) Anupama TV, in Kolkata, on the sidelines of an event organized to promote the state as a favourite destination on Monday.
Leveraging the increased air connectivity, a focused ayurveda and monsoon campaign will be conducted in the Middle East where 90 per cent of the diaspora is from the state.
The other campaigns including TVCs focusing on the backwaters, beaches were aired last year, said Anupama TV.
Tourism is Kerala’s second biggest income source, after remittances from non-resident Keralites abroad. The state earned Rs 23,000 crore from tourism in 2013.
Kerala is looking at increasing the number of tourist arrivals in the state to over 1.37 crore in 2015 as it plans an array of activities to promote the state as perfect holiday destination.
Also, to promote the number of foreign arrivals, the tourism department is taking a number of initiatives and is exploring new markets such as China, Japan and Korea apart from campaigns in Europe.
When asked about Kerala Tourism’s most ambitious sea plane project, she said that sea plane services will commence soon.
Kerala Tourism had to stop the sea plane services, after its inaugural flight in Kollam in early 2013 owing to widespread protests from fishermen in the state.
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.
