Ad Campaigns
Mother’s Day: #YourSecondHome inspires Mankind
MUMBAI: With Mother’s Day around the corner, Preganews, pregnancy detection card, under Mankind Pharmaceuticals, has launched a new campaign #YourSecondHome to strengthen its relationship with the user and ease the lives of pregnant women at work.
The #YourSecondHome campaign not only started a relevant conversation with its consumer, it also inspired them to reach out to pregnant women and make their lives a lot easier in their workplaces. The campaign was a major success in terms of reach and call-to-action. It has been conceptualized & executed by ADK Fortune and the entire film is directed by Mr. Manoj Pillai under Absolute Productions.
R.C. Juneja, Chairman, Mankind Pharma said, “It’s the responsibility of the brand to take up relevant issues concerning pregnancy and provide effective ways to handle the pregnancy at the workplace. It’s an extremely demanding phase in their life, both physically and emotionally and most women in India continue to work in offices very late during pregnancy. And being the category leader, it is our moral responsibility to raise issues like these, which takes our corporate philosophy of serving lives further”.
The film opened a dialogue between people, their employers and Preganews. Everyone instantly related and empathised with pregnant women. Moreover, people acknowledged and lauded this initiative while sharing their personal experiences of working during pregnancy. The Campaign struck a unique conversation with its audience and instantly went viral. The film garnered over 20 Million views and 3 lakh shares, organically, on various social media platforms.
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.
