Ad Campaigns
On Women’s Day, Godrej tells us to #ChallengeBiasesWithin
MUMBAI: Mahatma Gandhi famously said – ‘Be the change you want to see in the world’. Exemplifying this powerful message on the occasion of the International Women’s Day 2021, the Godrej Group has released a new digital video campaign #ChallengeBiasesWithin which urges every person irrespective of their gender, culture, ability, and orientation, to first challenge the deeply wired biases and stereotypes within themselves, before asking others to do so externally. Ultimately, changing and creating a more inclusive, equal world.
The digital film aims to highlight the fact that this Women’s Day instead of just wishing her and expecting things to change, one should rather instigate the change and challenge the stereotype within us. The campaign urges everyone to take responsibility for their own thoughts and actions. Changing from within is what will guarantee the fulfilment of a dream of an inclusive world. The film captures women from different walks of life and in different roles such as corporate executives, women working in male dominant technical areas, physically challenged women and working mothers – all defying society expectations of what a woman should or should not do.
The film, conceptualised by Team Godrej and Creativeland Asia, went live on International Women’s Day across all social networking platforms such as Facebook, Twitter, Instagram and LinkedIn.
Godrej Group executive director & chief brand officer Tanya Dubash said, “Women have always been facing the challenge of having more to prove than their male peers to be taken just as seriously. This is all due to our conditioning and stereotypes. That is why on this Women's Day, we would like to urge everyone to challenge their stereotypes. At Godrej, we strongly believe that each one of us is unique and we can only truly grow when we can be our 'whole self' at work. We, as an organisation, will continue to understand and support the challenges that women face so that they choose to challenge at the workplace. We constantly strive to create an environment where women are provided the freedom to enjoy the best of professional and personal choices.”
Creativeland chief creative officer Asia Anu Joseph added, “The truth is Godrej has some of the best ‘diversity friendly, equality promoting’ policies in the country. But, even they realise that equality won’t be a reality till the biases and stereotypes are uprooted from deep within our minds. The narrative for this film aligns with the International Women’s Day theme, and calls for both men and women to challenge their own biases.”
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.
