Ad Campaigns
Liberty Shoes joins hands with Piyush Mishra for Independence Day campaign
MUMBAI: Freedom is the right of choice and liberty is right to choose. Today, do we even realise what independence means? Is the definition limited to getting out of your homes and travelling to any part of the country or probably holding a peaceful gathering in an open playground and expressing your opinions? More importantly, is freedom restricted to providing your fundamental rights as a citizen? Freedom has come down to a plastic celebration these days.
Liberty, a brand to reckon with is the synonym of freedom that describes the quality or the state of being Independent and Free.
Considering the reality of today, Liberty has come with an action rather than a solution to evoke the sense of urgency and seriousness amongst the audience. ‘IN THE NAME OF LIBERTY’ is Liberty’s initiative to exemplify the current scenario. They took examples from everyday life like racism, gender inequality, disrespectful behaviour towards women that we encounter and choose to ignore. It’s not the actions we blame, but also the mindset we carry.
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To showcase this above-mentioned agenda, Liberty Shoes has shot an in-house production, a short film and to express its voice, renowned singer and lyricist Piyush Mishra has joined hands with Liberty for the campaign. The strong and subtle music is given by the Indian Ocean band. The expression and execution are led by marketing head Barun Prabhakar who believes in the concept of visualising the current scenario and changing the mindsets through self realisation.
He says, "There lays a very slight difference, a very thin line between using and miss-using our freedom in the name of Liberty but the impact of this is vast. We are planning to expand the visibility of this initiative through digital media and cinema. As the responsible brand of the country Liberty came with the initiative to be the change they want to see because freedom is a right and Liberty is a conscious effort.”
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.
