Ad Campaigns
Mpower’s new ad speaks about mental health
MUMBAI: Mpower of the Aditya Birla Education Trust, a champion and pioneer of mental health in India, has launched a campaign this World Mental Health Month – “SunoDekhoKaho”, which encourages people to be aware about their surroundings and speak up if they see someone in need of help.
In line with this campaign, Mpower has partnered with UnErase, a community for promoting and producing spoken word poetry to launch 3 powerful videos depicting the state of mental health in India.
Issued in public interest, the #SunoDekhoKaho campaign draws attention to a serious concern in society presently — lack of awareness about mental health.
In the video-series, each of the three videos has an artist sharing personal stories and experiences surrounding mental health concerns and the stigmas around them. The #SunoDekhoKaho campaign will be presented through the month of October across social media and digital platforms like YouTube, Facebook, Twitter and Instagram. The campaign invites everyone to take the pledge to be more aware about their surroundings and assist those who need help.
Mpower founder and chairperson Neerja Birla says, “Every three seconds, someone somewhere in our country has attempted to take their own life. With every hour that passes, one student commits suicide in India. In fact, we have become the country with the highest number of suicides in the world. 25 per cent of our adolescents are dealing with depression, 11 per cent of them are dealing with substance abuse and addiction, and that's just the tip of the iceberg. Children and adolescents are vulnerable as they undergo through the physical and emotional challenges of growing up, and that too in environments that are unequipped to provide support for the mental health issues that they go through. It is important to be aware and look out for the possible signs of mental health concerns, to #SunoDekhoKaho and pledge for a stigma-free society.
The other two UnErase videos will be released on 16 October and 24 October.
Mpower is a movement that endeavours to create awareness in order to stamp out the stigma associated with mental health. Mpower, through its centres of excellence, advocates prevention, fosters education and provides world-class holistic services to individuals dealing with mental health disorders, as well as to their families and caregivers.
Moving towards creating a society where people with mental health concerns and their caregivers receive professional support, care and acceptance to facilitate their recovery, without facing discrimination or shame.
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.
