Ad Campaigns
Ogilvy & Sunlight launch campaign for Durga Pujo
Mumbai: Durga Pujo is a wardrobe refresh for all Bengalis. For five days, the city of joy witnesses a dizzying panorama of colourful apparel. As such, the days leading up to the festival are spent on diligent shopping. Oceans of crowds flood the malls and retail stores, big and small, looking for the perfect length, the ideal cut, and all the irresistible bright colours. For all intents and purposes, these shopping meccas are a rich pool of potential consumers. They lead to an untapped audience that can be persuaded, inspired and informed. That’s just what Sunlight did with its Pujo-shopping hack.
All Sunlight had to do, without fuss or fret, was to hack unbranded shopping bags, umbrellas and gift boxes with the accompanying message: Notun jama kinun praan bhore, Sunlight rong rakhbe dhore (Shop for new clothes to your heart’s content, Sunlight will keep its colours as good as new). It is an assurance to shoppers who would otherwise think twice before investing in colourful choices. The aim was to encourage worry-free shopping, with the knowledge that Sunlight will retain the colours of these new clothes long after Pujo is over.
To drive home the message, spaces outside shopping malls and retail stores with the most footfalls were hacked as well. Even local hawker chants were hacked to drive home the brand’s message effectively. Even outdoor spaces were hacked. Sunlight’s outdoor communications were placed right next to outdoors advertising new Pujo clothes. All the hacks came together to reinforce the brand’s message in unison.
Ogilvy senior executive creative director Sujoy Roy said: “It was an idea that was right there in front of our eyes. Durga Pujo is the annual Bengali wardrobe refresh. New clothes are bought, gifted and hoarded. As a fabric care brand we just had to assure people that we are there to take care of their new clothes and keep them as good as new after several washes. That’s it. All we had to do was hack all relevant media spaces with a single line. Sunlight took up the responsibility of protecting the new clothes that people would buy for Pujo and wherever we found a piece of communication asking people to buy new clothes we put up our communication.”
Unilever head, fabric cleaning, Aditya Kasyap says: “Sunlight is Unilever’s oldest and West Bengal’s largest Fabric Care brand, with a legacy of over 130 years! Sunlight’s promise of superior colour care for fabrics is brought alive in an innovative way with a shopping hack this Pujo, reaffirming the brand’s identify in Bengals cultural fabric.”
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.
