Ad Campaigns
Layers urges men to #DoYourPart, in their latest digital film
Mumbai: Layers, the bed linen brand from Indo Count has launched its latest digital film, #DoYourPart to throw light on how housework has been perceived over years. The film released last week on the occasion of International Women’s Day, showcases a thought-provoking take on how women are seen to be the only ones responsible for household work. And yet, men are placed on a pedestal, even if they share that with the woman.
The campaign was launched with a thematic film, a couple of days before Women’s Day. It was then followed up with three testimonial films with men doing their part in the household work, without making a fuss about it. This digital film, followed up with a set of testimonials makes it clear to all, that household work is equal responsibility of the man and woman of the house.
Indo Count president Rajiv Merchant said, “From olden times, looking after the house has been considered a woman’s responsibility. This is not news to us. However, today, women have entered boardrooms, and led revolutions, standing shoulder-to-shoulder with their male counterparts. We are proud to be part of a progressive society, and we appreciate the strides that women have taken in their own fields. And yet, handling household chores remains a woman’s domain. So, the question remains. Are we truly as liberal as we like to think? This campaign makes us question our pre-set notions.”
Thought Blurb Communications national creative director Renu Somani said that, “Almost all cultures showcase a clear division of labour in terms of breadwinning and caregiving, associated with each gender. But the truth is that while women now share responsibility at the workplace with men, we have not distributed responsibility of the household with her male counterpart. This inequality of perception is what the Layers #DoYourPart campaign brings to light.”
Thought Blurb Communications Group brand solutions director Priyanka Singh shared, “Layers as a brand are always looking for a fresh perspective to lend their voice to. They are willing to push the envelope, as they have done with last year’s Women’s Day campaign as well. This year is no different. With the Layers #DoYourPart campaign, we were aiming to create a subtext to a popular conversation, and thereby bring about a change in thinking.”
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.
