Ad Campaigns
Publicis & Axis Bank launch inspiring campaign for Himachal flood victims
Mumbai: In the wake of the devastating floods that have befallen Himachal Pradesh, Publicis Worldwide and Axis Bank have united to launch a heartfelt campaign aimed at raising funds for the affected communities.
The ‘Help our Mountains Heal’ digital campaign intends to make a positive impact and retain the natural beauty of the mountains. Through this campaign, Publicis Worldwide and Axis Bank are raising awareness of the situation in the flood hit state and appealing to individuals to donate to the chief minister’s relief fund to support the flood-affected victims.
The core concept of the campaign revolves around a simple yet profound analogy – ‘The mountains are big and elderly and just like our elders, they have nurtured, protected, and helped us all these years. And today, when they are facing such a calamity, it is our responsibility to act big and stand with them because just like the elders of our families, they will never trouble us by asking for help.’
“The intent of the campaign was to keep it simple but impactful. While creating this campaign, we made sure that we acknowledge the simple truth that we are because of the mountains and not the other way around. We also ensured that the grace and dignity of the mountains were never compromised,” said Srijan Shukla, Executive Creative Director, Publicis Worldwide.
“The messaging aims to evoke empathy and compassion rather than pity, emphasizing the harmonious relationship between humanity and nature. It acknowledges the simple truth that we owe our existence to the mountains, and it is our turn to extend a helping hand,” added Publicis Worldwide executive creative director Pratheeb Ravi.
As the campaign gains momentum, Publicis Worldwide and Axis Bank call upon individuals, corporations, and the entire community to come forward and contribute to this noble cause. Every donation, big or small, will make a significant difference in rebuilding lives and restoring hope in Himachal Pradesh.
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.
