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Otrivin launches ‘Otrivin Pollution Capture Pencils’ campaign
Mumbai: Otrivin, owned by health company Haleon, has launched a pioneering clean air initiative called ‘Otrivin Pollution Capture Pencils’. The innovative project collects pollution by products and uses them to make (certified non-toxic) pencils for underprivileged children in Bengaluru, India.
The initiative is driven by the fact that 98 per cent of children in India breathe toxic air, according to research by the World Health Organisation (WHO) not only outdoors, but also in their classrooms where children spend up to 8 hours a day.
Developed in collaboration with Wunderman Thompson India and Wunderman Thompson Singapore as part of WPP Team GSK/Haleon for the Otrivin Actions to Breathe Cleaner programme, the project has focused on Bengaluru where inhabitants breathe air that is considerably more polluted than WHO guidelines and started in three low income schools in the industrial areas of Peenya, Hegganahalli and Mallasandra, areas with the poorest air quality. Air pollution also impacts neurodevelopment and cognitive ability and can trigger asthma, and childhood cancer. “Polluted air is poisoning millions of children and ruining their lives,” said WHO director general Dr Tedros Adhanom Ghebreyesus.
For this initial phase of the project, twenty-two air purifiers, with the ability to wipe out up to 74 per cent air borne pollutants, were installed both inside and outside the school buildings to improve air quality for over 1,500 young students.
Over two months, the specially designed purifiers which use revolutionary soot cleaning technology developed by Indian innovation company Panjurli Labs headed up by CEO Ashik S.V. cleaned over two billion cubic feet of toxic air.
The resulting pollution residue was gathered and mixed with graphite to create the core of 10,000 custom designed pencils. Certified non toxic, Otrivin’s Pollution Capture Pencils were distributed to students and will also act as fundraising tools for the installation of more air purifiers in local schools thereby creating a self sustaining ecosystem for change.
Otrivin global marketing & digital director Farhad Nadeem said, “We at Haleon and our creative partners are led by our purpose to help people breathe cleaner. The Otrivin Actions To Breathe Cleaner initiative is built on the premise that no action is too small when it comes to reducing our exposure to air pollution. The Otrivin ‘Pollution Capture Pencils’ pilot in India is one such action that attempts to convert air pollution into positivity. We hope that this initiative, while not solving India’s pollution challenge, inspires people to take simple actions to make the world a better place to live in and breathe.”
Wunderman Thompson Singapore’s chief creative officer Mateusz Mroszczak commented on the project, “The biggest reward for any creative agency is to deliver an idea that works both for the client and the greater good. An opportunity like this doesn’t come by often. We’re really proud to have partnered with Otrivin to take a small, but meaningful step to help bring cleaner air to India’s children.”
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.
