Ad Campaigns
NP Digital India and ResQ Jewelry unveil ‘#ReclaimTheMidnight’ campaign
Mumbai: NP Digital India, a performance-driven creative digital marketing agency has unveiled its latest campaign for ResQ Jewelry, ‘#ReclaimTheMidnight,’ in celebration of Independence Day. This campaign addresses the ongoing issue of women’s safety and lack of independence with a compelling narrative and impactful visuals.
The campaign’s video opens with a historic reference to Pt Jawaharlal Nehru’s midnight speech, evoking the aspirations tied to our nation’s hard-won freedom. As the narrative shifts to the present day, we see a young woman reflecting on how far we’ve come, yet grappling with the stark reality that true freedom is still out of reach for many women. The video highlights the pervasive fear that still limits women’s freedom at night.
https://www.instagram.com/ “Through this campaign, we aim to shed light on the pressing issue of women’s safety and true independence in today’s world,” said NP Digital India CEO and co-founder Prady. “By integrating ResQ Jewelry’s Shakti and Maitri products into our narrative, we emphasize that true independence should be limitless and fearless.”
The campaign features ResQ Jewelry’s Shakti pendant, symbolising empowerment and protection. The protagonist’s interaction with the product highlights its role in enhancing personal safety and freedom.
“At ResQ Jewelry, we believe that true independence means feeling secure and empowered at all times. We are excited to collaborate with NP Digital India to bring this vision to life and inspire women to embrace their strength and confidence,” said ResQ Jewelry founder Kavita. 
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.
