Ad Campaigns
Lowe Lintas crafts new Dengue-themed campaign for Godrej HIT
MUMBAI: Having made an impact with its earlier renditions for Malaria, Lowe Lintas has unveiled a new campaign for Godrej HIT that targets another serious vector borne disease – Dengue. While the Malaria threat has been known for some time, Dengue has emerged as the world’s fastest growing vector borne disease.
What makes Dengue more lethal is that it spreads very rapidly in urban areas and its symptoms are difficult to diagnose. It is a debilitating disease, which often leads to hospitalization and in extreme cases death. The fact that there is no vaccine as yet for the disease makes it even more alarming.
The campaign by Lowe Lintas has been themed around the core idea – “Kill it before it kills you”.
Sharing his thoughts on the new campaign, Ajay Dang, VP – Marketing, Godrej Consumer Products Limited said, “Successful campaigns to fight diseases across the globe have one thing in common, a powerful and simple message and a direct call to action. HIT’s fight against Dengue mosquito stems from this very philosophy. The simple message of “bhagao nahi maaro” and the call to action of using the most efficacious mosquito solution – Godrej HIT.”
Instead of talking about multiple things, Godrej HIT decided to keep the communication simple by highlighting the most important characteristic of the mosquito – its stubborn and aggressive nature. The problem is severe and doesn’t have a cure hence the need for a tougher solution – Godrej HIT, that kills every mosquito, leaving nothing to chance.
Elaborating on the creative approach that was followed for the campaign, Arun Iyer – National Creative Director, Lowe Lintas + Partners said, “In order to make people aware about this new and unique Dengue mosquito our starting point was people’s casual attitude towards mosquitoes and how we could alter it. We decided to flip this casual attitude on its head and thus was born the idea ‘Dengue ke machchar ko marne se bada koi kaam nahi’. We thus, dramatized ‘killing mosquitoes’ as the most glorious job ever.”
The campaign went live on August 18, 2014 and will be played across major entertainment, news and sports channels in India. The on-air campaign will be ably supported by a plethora of activities on other media platforms like print, radio, digital, outdoor, etc soon.
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.
