Ad Campaigns
National Geographic India launches ‘Mission Clean Air’ campaign
Mumbai: This National Pollution Control Day, National Geographic India, a brand with a rich legacy of authentic, impactful storytelling, has launched the ‘Mission Clean Air’ campaign to spread awareness about air pollution and its ill effects. The campaign aims to educate audiences about the power they hold to drive change and take adequate steps to curb it.
The campaign comprises of a series of thought-provoking content about the air emergency affecting all of us. It will highlight the journey of changemakers like Tejas Sidnal and Vidyut Mohan, whose extraordinary endeavours have reshaped our world for the better. They will passionately recount their transformative journeys, motivating audiences to be catalysts for positive change in the air we breathe. The brand also plans to integrate the campaign through its TV channel with the documentary ‘Airpocalypse’ and release a series of informative content across its social platforms, aiming to inform and engage the masses about this pressing issue from 1 to 6 December.
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.
