Ad Campaigns
PM acknowledges Big B’s contribution to ‘Swachhta’ mission
NEW DELHI: Megastar Amitabh Bachchan has expressed his gratitude to the prime minister Narendra Modi for acknowledging his contribution towards the ‘Swachhta’ mission by giving a new slogan: ‘Swachchh Tann, Swachchh Mann, Swachchh Bharat, Mera Parichay.’
Speaking in his ‘Mann ki Baat’ broadcast on 27 November 2016, Modi recalled that the day coincided with the birth anniversary of Harivansh Rai Bachchan whose son Amitabh had given a special slogan on the day to mark the campaign.
In a tweet, Big B said: “My most gracious and respectful thanks to the Honourable Prime Minister Mananiya Shri Narendra Modi ji for acknowledging my small contribution!”
In his address, Modi had said: “You must have noticed that Amitabhji, the most popular actor of this century, has been wholeheartedly promoting the campaign for cleanliness. It appears as if the subject of cleanliness has become so dear to him that even on his father’s birth anniversary he remembered the cleanliness mission. He has quoted a line from a poem written by Harivansh Rai Bachchanji wherein he said: “Mitti Ka Tann, Masti Ka Mann, Kshan Bhar Jeewan, Mera Parichay.”
Modi added: “Harivansh Raiji used to give his introduction through this line. His son Shriman Amitabhji, who has the cleanliness mission running in his veins, has written to me “Swachchh Tann, Swachchh Mann, Swachchh Bharat, Mera Parichay.” I respectfully bow to Harivansh Raiji. I also thank Shriman Amitabhji to connect in such a warm manner with ‘Mann Ki Baat’ and for taking forward the cleanliness campaign.”
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.
