Ad Campaigns
Lifebuoy acknowledged as ‘Swasthya Sehbhagi’ at Kumbh Mela 2019
MUMBAI: Kumbh Mela authorities have recognised the efforts of Lifebuoy in encouraging people to adopt the healthy habit of hand-washing through a series of highly innovative initiatives and has acknowledged it as ‘Swasthya Sehbhagi’ in the ongoing edition of the fair,
Appreciating Lifebuoy’s efforts at the Kumbh Mela, Kumbh Mela Prayagraj nodal officer sanitation VK Mishra said, “We appreciate the role played by Lifebuoy as ‘Swasthya Sehbhagi’ (hygiene partner) in this grand event to spread the message of hygiene and sanitation. We are hopeful that these initiatives will help drive a behavioral change among the masses.”
Shedding light on the recognition and thought process behind the interventions, HUL skin cleansing general manager Harman Dhillon shared, “It is matter of great honour to be recognised by the Kumbh authority for our efforts as ‘Swasthya Sehbhagi’. Recognitions like these reaffirm our belief and serve as motivation to keep innovating with our approach to encourage more and more people to adopt hand washing before eating and after using the toilet as a habit.”
Lifebuoy, which debuted Roti with a hand washing message at the last Kumbh, has now taken that thought a few steps further, with interventions around two key hand washing occasions – after toilet, and before consuming food.
Lifebuoy has activated ‘Lifebuoy Stamp of Hygiene – After Toilet Protection’, ‘Vote for Good Health, Vote for Lifebuoy!’, and ‘Lifebuoy Swasthya Chetna Thali’ initiatives at Kumbh Mela 2019.
Adding further on Lifebuoy’s mission on lifesaving, HUL general manager of skin cleansing Harman Dhillon said, “Lifebuoy is committed to finding ways to protect people from illnesses and improve health outcomes, one wash of hands at a time.”
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.
