Ad Campaigns
Lemma and Digital OOH media owners team up to pay tribute to India’s brave hearts on Independence Day.
Mumbai: As the nation celebrated Independence Day, Lemma, an omnichannel SSP for emerging media, along with its screen partners unveiled an extraordinary initiative that exemplifies patriotism and pays homage to the heroes of India.
In a remarkable display of solidarity, 2000+ DOOH screens, strategically positioned across the country, served as a canvas of respect and gratitude, conveying a heartfelt tribute to the valiant souls who have laid down their lives for India. Drawing inspiration from the ‘Meri Maati, Mera Desh’ campaign, Lemma led an initiative reflecting the DOOH industry’s unity and enthusiasm through artistic visuals portraying India’s heroes across various central armed police forces. These thoughtfully curated visuals feature the brave individuals who dedicated themselves to safeguarding the nation.
Support from screen partners, including Adonmo , Armour Digital OOH, A3charge, Alakh Advertising & Publicity, All about outdoor, Bell plus media, Eremedium, Futek, Prefect Solutions, Prooh Technologies, Raya Media, Wallap Advertising, Zen Media was swift as they readily embraced the initiative, offering their screens to honour the Bravehearts and play a pivotal role in furthering this noble cause.
Commenting on the campaign, Lemma founder & CEO Gulab Patil said, “Lemma and its media owners are proud to stand together, demonstrating our unwavering commitment to honour the heroes of our beloved nation. Our DOOH screens transformed into windows of remembrance and gratitude, commemorating the sacrifices of our brave soldiers and inspiring unity among citizens.”
As the nation celebrated the culmination of Azadi ka Amrit Mahotsav, this campaign stood as a modest yet heartfelt endeavour by the DOOH industry to contribute to this momentous occasion, paying tribute to the heroes who embody the spirit of our nation.
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.
