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Ketto walks the talk as Shilpa Mishra steps in to lead its giving game
MUMBAI: Giving gets a new boss Shilpa Mishra joins Ketto Foundation to steer its next chapter in impact. Ketto Foundation, the strategic philanthropic and CSR arm of crowdfunding platform Ketto.org, has named Shilpa Mishra as its new executive director. With over 14 years of experience in building some of India’s most respected non-profit institutions, Mishra steps into a role that’s all about bridging heart and strategy and taking Ketto’s impact ambitions to the next level.
Her mandate? Scale up CSR implementation, reimagine workplace giving, and anchor community-led systems built on empathy and equity all while keeping transparency at the core.
“Philanthropy is not just capital movement, it’s a movement of mindsets,” said Mishra. “At Ketto Foundation, we’re not just funding change, we’re co-creating it with communities, not just for them.”
Mishra’s career spans leadership roles at Bhumi, GiveIndia, Make A Difference, Avasara Academy, Tata Strive, and The Akanksha Foundation. She’s mobilised over Rs 150 crore through CSR and institutional partnerships, with measurable impact on more than a million lives.
“Shilpa’s appointment is a turning point,” said Ketto.org Co-founder Varun Sheth. “She’s got a rare mix of heart and systems thinking—her ability to align big-picture CSR goals with on-ground community needs will be crucial as we build a scalable, inclusive infrastructure for generosity.”
The Foundation’s bold new vision? Enable one million families to become poverty-free by 2035. It’s not just a metric—it’s a mission. And under Mishra’s leadership, the focus will be on purpose-driven partnerships, civic-first giving, and sustainable philanthropy that’s as effective as it is empathetic.
Because at Ketto Foundation, giving isn’t just an act. It’s a structure. And it just got a new architect.
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.
