Ad Campaigns
Mamaearth and Swiggy Instamart unite to #GoGreen this World Environment Day
Mumbai: Mamaearth, a brand for toxin-free and natural personal care products, is thrilled to announce its partnership with Swiggy Instamart for a special sampling activity in Delhi NCR in observance of World Environment Day.
Through this initiative, Mamaearth will include complimentary seed samples with close to 30,000 orders delivered through Swiggy Instamart on World Environment Day. This joint effort represents more than just a campaign; it stands as a testament to both brands’ commitment to environmental stewardship and sustainability. The brand believes in the power of small yet impactful actions, aiming to inspire new age consumers to begin their sustainability journey right from the comfort of their homes. Ultimately, it envisions a future where every home nurtures a thriving garden, every individual embraces an eco-conscious and sustainable lifestyle, and together, we co-create a world where harmony between humanity and nature prevails. Mamaearth chose to collaborate with Swiggy Instamart to leverage their extensive reach and engage a wide audience, promoting sustainability and eco-conscious living on a larger scale.
The brand believes that goodness starts with the small choices we make every day, and this reflects in the choices the brand has made with its products and initiative like plant goodness where every order made on the website results in a tree being planted on behalf of the consumer. This initiative aims to promote afforestation, support farmer livelihoods, and foster sustainable coexistence with nature. The brand has been on a constant endeavour to serve consumers and society and make the world a better place.
Honasa Consumer Ltd EVP and CMO Anuja Mishra commented, “At Mamaearth, we believe in the power of doing good to drive meaningful change. Through our partnership with Swiggy Instamart on World Environment Day, we are excited to engage with our consumers and encourage them to join us in our mission to plant goodness and make a difference for the planet. Beyond the immediate act of planting seeds, we aspire to ignite a sense of empowerment that these small activities can create for the collective good.”
Talking about the initiative, Swiggy Instamart VP – category, growth & revenue Anirban Roy said- “We are excited to partner with Mamaearth on this meaningful initiative for World Environment Day. By including complimentary seed samples with 30,000 orders through Swiggy Instamart, we aim to inspire our consumers to take small but impactful steps towards sustainability. This collaboration not only highlights our shared commitment to environmental stewardship but also empowers our customers to contribute to a greener future right from their homes. Together, we believe we can make a significant difference in promoting eco-conscious lifestyles and nurturing a more sustainable planet.”
The brand launched the plant goodness initiative with an ambition to plant 1M trees by 2025 and has already planted six lakh trees. In collaboration with an NGO and farmers for agroforestry, these trees have been planted in farmlands across Rajasthan, Uttar Pradesh and Haryana. The saplings planted are fruit- bearing trees that help farmers increase income opportunities with the produce from these trees. The agroforestry approach doesn’t use the entire agricultural land, and the farmers continue to do their farming along with creating an orchard. This helps in creating carbon sinks in agricultural fields, thus moving towards the target of ‘Net Zero Carbon’. The brand has also created positive environmental changes, including the sequestration of 250,000 tons of carbon and the production of 500,000 tons of oxygen each year, while greening 3,500 acres of land.
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.
