Ad Campaigns
L&K Saatchi & Saatchi India launches CollegeDekho’s “Banayenge India ka Kal” campaign
Mumbai: In a significant move to establish a compelling brand purpose based on deep consumer insight and to build brand awareness, L&K Saatchi & Saatchi India has launched CollegeDekho’s first integrated brand campaign, ‘Banayenge India ka Kal,’ across television, OTT, and digital mediums.
The campaign highlights a poignant story of a father, who has always provided the best for his son, now turning to CollegeDekho for college guidance. It resonates with the profound love and sacrifices parents make for their children, and the insight that despite their best efforts, parents often feel unsure about choosing the right college due to a lack of current knowledge. In these crucial moments, they need a trusted expert to guide them.
L&K Saatchi & Saatchi India chief creative officer Rohit Malkani said, “This is what happens when a brave client, a strong insight, a great script and a passionate director get together! We’re super thrilled to put out this film for CollegeDekho, which beautifully captures the mood of a young boy about to apply for college. The nuanced performances and authenticity don’t just strike home but also make it something to watch repeatedly.”
“The vision of CollegeDekho is one of purpose and we have been ever so inspired since our initial conversations. This campaign is a labour of our love and passion with a clear vision. We are thrilled to have partnered with CollegeDekho to bring this inspiring vision to life, which can truly make a difference to millions of students in India,” added Hindol Purkayastha, Head- North & East, L&K Saatchi & Saatchi India.
CollegeDekho chief marketing officer Abhinav Upadhyay said, “We’ve chosen L&K Saatchi & Saatchi India for our first-ever brand campaign based on conversations that built trust. As the largest Higher Education Ecosystem in India, we wanted an honest way to establish our brand purpose and raison d’etre while working with a consumer insight that spoke the language of millions of students and parents that we guide every year. We are confident that this campaign will resonate deeply with our audience, further solidifying CollegeDekho as a trusted educational partner.”
The campaign aims to enhance brand awareness and establish a memorable brand purpose. With L&K Saatchi & Saatchi India’s creative expertise and CollegeDekho’s vision, this campaign is set to make a significant impact in the education sector, guiding countless families towards brighter futures for themselves and the 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.
