Ad Campaigns
Ogilvy and NGO Sprouts Foundation create fish friendly Ganesha idols
MUMBAI: In order to deal with the issue of environmental pollution that takes place post emersion every year during ‘Ganesh Chaturthi in Mumbai, Ogilvy has joined hands with NGO Sprouts Environment to come up with the concept of fish friendly Ganesha.
The idea is to promote non toxic Ganesha idols crafted from vegetarian fish food that is edible and safe for fish consumption. The cosmetic surface of the idols is also painted with natural material and colours such as multani mitti, turmeric powder and geru.
“What a lovely idea to make a contribution to a greener environment,” said Ogilvy South Asia executive chairman and creative director Piyush Pandey.
Ogilvy India national creative director Rajiv Rao added, “This is a great initiative by the NGO Sprouts Environment Trust, We are really proud to be a part of this beautiful idea. Destruction of marine life has been a cause for much concern to some of us. We hope that someday the efforts of this initiative will make us more aware and urge us to act towards protecting/saving our seas.”
Ogilvy launched the idea with the hashtag #GodSaveTheOcean on Facebook and Twitter followed by an overwhelming response from the netizen including calls from over 19 cities in India. Enquiries from London, Dubai and Netherlands followed. Since this was a pilot exercise with a small number of idols, the NGO wasn’t prepared for such a massive response however they have added more artisans to make more idols to cater to more people.
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.
