Ad Campaigns
Mahindra launches digital campaign #RiseAgainstClimateChange
MUMBAI: At a time when global warming is a burning issue, the Indian multinational conglomerate Mahindra Group has launched a new digital campaign that builds a case for tree plantation encouraging people to #RiseAgainstClimateChange. The entire film which has been uniquely created using recycled waste paper revolves around the idea of celebrating the tree.
The eco-friendly digital campaign goes live today across all the digital channels of Mahindra Rise. Various other activities including social media engagements, contests, felicitation of environment champions will be taken up to spread the word. Moreover, select NGOs will enable people to take action on ground also.
Mahindra Group group corporate brand CMO Vivek Nayer said they not only want to do good in the community, but also aim to inspire others to do good in order to drive positive societal change. According to him, there is a significant impetus on the cause of environment across the world and this film is aimed at driving the message on environment conservation.
“With the #RiseAgainstClimateChange campaign, we’re bringing to the forefront the issue of environment degradation and seeking people’s collective power to address it through the act of planting trees. In fact, to make our message more impactful, we built the sets for our film using only recycled waste paper, ensuring that every aspect of the communication reinforces the cause of conservation,” Nayer added.
A detailed social media listening exercise on social causes in India has been conducted by the Mahindra team where climate change emerged as the second biggest concern for millennials that accounted for over 22 per cent of the conversations online.
“The Mahindra Group has extensive experience in addressing climate change through various initiatives including our Hariyali program that has planted over 15 million trees in the last 12 years. Together we can make a real difference to the environment, and we hope that this film will not only promote better understanding of this cause, but also inspire action from others,” Mahindra & Mahindra group CSR vice president Sushil Singh commented.
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.
