Ad Campaigns
Mothers Against Vaping celebrates mother-child bond with special Mother’s Day campaign
Mumbai: Mothers Against Vaping, a united front of concerned mothers combatting the escalating vaping crisis among our youth, on the occasion of Mother’s Day has launched a unique campaign. The campaign seeks to transform the customary act of giving gifts on Mother’s Day into a powerful pledge from children to their mothers – a promise to never touch new-age gateway devices like vapes and e-cigarettes.
By taking this pledge, children are not only expressing their appreciation for their mothers but also safeguarding themselves against the dangers of addiction and associated health risks posed by these new-age devices.
In the spirit of Mother’s Day, Mothers Against Vaping believes that the greatest gift a child can give to their mother is a commitment to prioritize their health and well-being by rejecting such harmful new-age addictive devices. These devices come in various forms including vapes, e-cigarettes and ‘heat-not-burn’ pens and are loaded with harmful substances like nicotine, diacetyl which are linked to serious lung disease. These devices also include cancer-causing chemicals and heavy metals like nickel, tin and lead.
Talking about the relevance of such a campaign, clinical psychologist and Happiness Studio founder Dr. Bhavna Barmi said, “These new-age devices come in attractive appearances and child-friendly flavours but are a serious threat as children once addicted to these gateway devices can be lured into experimenting with more harmful substances. We need more such innovative campaigns to spread awareness among children as well as parents to highlight the dangers of vaping.”
“It is a mother’s right to safeguard the health of her children above all else and Mother’s Day is a beautiful occasion to highlight this aspect of a mother-child bond. By pledging to abstain from vaping, children are not only expressing their love for their mothers but also making a conscious and wise choice to prioritize their own health and well-being. Such choices set them on a path of happiness and a contended life, free from any addictive behaviours,” Dr. Barmi added.
The week-long “Mother’s Day Pledge Campaign,” is already underway and will lead up to Mother’s Day on 12 May 2024. During the campaign, Mothers Against Vaping is encouraging all mothers to join the campaign and initiate conversations with their children about the dangers of vaping. By fostering open communication and setting positive examples, mothers can play a pivotal role in steering their children away from these harmful habits and towards healthier lifestyles.
As part of the campaign initiative, mom influencers will be mobilizing their social media followers, particularly on platforms like Instagram, to spread the message of #MothersAgainstVaping. The goal is to create a long Instagram thread under the hashtag #MothersAgainstVaping, featuring more and more mothers to join the campaign against vaping and asking their children to stay healthy and stay away from these new-age devices forever.
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.
