Ad Campaigns
Network18 to launch its ‘India Hoga Clean’ Campaign anthem composed by Raghu Dixit
MUMBAI: Network18, India’s most diversified news network is all set to launch a refreshing musical anthem for the platform’s notable – ‘India Hoga Clean’ campaign. The popular initiative that encourages citizens to keep their city clean has now found its musical voice in the renowned singer – Raghu Dixit, who is known for presenting Indian folk fusion with rock music. Raghu with his team has composed a special anthem for this campaign in his signature style that will resonate with the millennial population.
On this musical launch, Raghu Dixit expressed, “This is an issue that is close to our hearts. We would love to do our bit and while we will strive along with this campaign to make a difference in our neighbourhoods, we would also love to cause a greater impact. I would love to believe that when this song is being played or hummed, everyone listening is stirred into action, we will be able to make a giant difference to our country’s cleanliness.”
With the current generation shaping the future of the country, it is imperative to reinforce the message of a clean country. The anthem intends to communicate this message in a way only music can and awaken the conscious thought amongst the citizens of the country to play their part.
The campaign has already garnered attention from the masses and has motivated and inspired citizens to keep their environment clean. This initiative was started with a series of on-air episodes which highlighted the spirit of Good Samaritans, who proactively came forward and took up the responsibility to maintain hygiene in their respective cities. With their stories being highlighted, they began to get social media traction and could further leverage their reach to take the cause forward and reach out to people from different areas in their city. Under the ‘India Hoga Clean’ campaign, cleanliness drives were conducted in schools of Mumbai by these Good Samaritans in their respective cities.
The campaign will culminate on 23rd March, 2018 in Mumbai. At the event, citizens who have made remarkable contributions through their noble acts for the initiative will be felicitated.
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.
