Ad Campaigns
Niine launches #LetsTalkPeriods campaign
Mumbai: Niine. a menstrual hygiene brand, has launched #LetsTalkPeriods campaign which aims to raise awareness about menstrual hygiene and break the stigma around menstruation.
The campaign also aims to change the menstrual misconceptions across cultures and communities encouraging open conversations about periods and spreading awareness about menstrual hygiene. A study by NGO Dasra called Spot On! found that 70 per cent of mothers with menstruating daughters considered menstruation as dirty and 71 per cent of adolescent girls remained unaware of menstruation till menarche.
As part of the campaign, Niine is releasing a digital video in which Femina Miss India 2023 contestants share their first-period experiences and childhood misconceptions about menstruation. The brand hopes to make people aware about periods and contribute to open conversation about the topic among the society.
After five years of research and collaboration with international agencies and scientists, Niine has also created a certified biodegradable sanitary napkin. They have done so at an affordable price point for mass production, distinguishing themselves from other market players who have not been able to do so at scale. Niine’s eco-friendly options aim to transform the sanitary napkin industry, positioning them as a pioneer in this field.
“As we celebrate International women’s day, it is important to remember that misconceptions around menstrual hygiene are not just a women’s issue, but the responsibility of society as well. By breaking these misconceptions about menstruation and promoting the use of eco-friendly menstrual hygiene products, we can create a more inclusive and sustainable future. This women’s day, let’s break the misbeliefs surrounding periods by making people more aware of them. Niine’s #LetsTalkPeriods – awareness campaign has been at the forefront of a larger movement towards menstrual equity and education for all and we will continue to do our bit to educate the society around this very important woman’s health topic.”, said Niine CEO Ameya Dangi elaborating on the #LetsTalkPeriods – awareness campaign.
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.
