Ad Campaigns
Ogilvy creates unique Raksha Bandhan gift idea for Postpickle.com
MUMBAI: Come festival time and brands get into an overdrive mode and Raksha Bandhan is one such occasion. Nudging consumers brands are suggesting the perfect gift for the occasion.
Breaking the clutter, Postpickle.com has launched a web film with a rather unique message. The communication created by Ogilvy Mumbai urges brothers to give up the use of the cuss word “behen****” as the ultimate gift to sisters.
O&M Advertising Mumbai executive creative director Harshad Rajadhyakasha said, “The idea was to get men to think twice before dragging sisters into their fights. The word is used so commonly that people don’t even give a second thought to its meaning. We want people to give that second thought. It would truly be a difficult but worthy gift for a sister.”
O&M Advertising Mumbai executive creative director Kainaz Karmakar added, “The campaign launched on Friday and we have been overwhelmed by the response. We expected women to react warmly to the film but all the positive responses from the men have surprised us, in a good way of course.”
O&M Advertising senior vice president Abhik Santara opined, “We have almost started to use the word as a filler – the gravity of it is seldom realised. To make matters worse, it cuts across geographies and SECs, albeit with its own regional twang. I am sure this eye opener will make people hesitate before using this word!”
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.
