Ad Campaigns
#SpreadWordSpreadLove campaign gets love on social media
MUMBAI: The Covid2019 pandemic was a particularly dark time for students. With schools shut, the only effective and safe mode of imparting lessons was through online lectures. But due to lack of adequate facilities, infrastructure or means of family income, not every child could avail the benefits of digital education. In light of this, influencer marketing company Word has teamed up with the NGO Teach for India for the #SpreadWordSpreadLove campaign, which aimed to facilitate education and amenities for the under-privileged students to achieve a brighter future.
Started on 9 November, this social-media driven donation drive culminated on World Kindness Day i.e. 13 November and was deemed to be a massive success.
Be a part of our #SpreadWordSpreadLove initiative, in association with WORD and @TeachForIndia to sponsor digital resources to children so that they #dontstoplearning. If you want to support this initiative, feel free to click on the link here: https://t.co/DxsXajrQna pic.twitter.com/UQIhWnHQY5
— Alchemy Group (@lifeatalchemy) November 11, 2020
Word x Teach For India encouraged their audience to be a part of something meaningful by giving students of Teach For India digital access to education. Not only that, almost 20+ content creators and celebrities like Dia Mirza, Aisha Ahmed, Tridha Chaudhary, Karan Dua, Sana Khan, Sameera Reddy and more stepped forward to #SpreadWordSpreadLove for this noble cause. All the proceeds garnered from this donation drive will go towards the students at Teach For India to make their year memorable by providing learning devices to facilitate online learning.
Word & Alchemy Group COO Dharika Merchant said, “This year has been a roller coaster ride for many – be it from losing a source of income to lacking basic amenities to learn at home. A lot of unfortunate families have had to face hardships owing to the pandemic which has hampered the growth and learning of students across the country. Therefore, this World Kindness Day, we at Word decided to do a kind gesture by influencing goodwill and bringing in the festivities for the under-privileged children. Our network of social media influencers also decided to contribute their bit to our noble cause and spoke about this initiative across their social media channels in order to encourage donations amongst their audience. We are thankful to each of one of you for stepping forward and contributing towards this cause because each donation counts. “
She further added, “#SpreadWordSpreadLove has been a massive success and highlights the essence of giving back to society. Logging thousands of keen donors from the campaign with people coming out in abundance to support this cause. This initiative is also an epitome of what a successful Instagram driven campaign looks like – with 66 per cent of the total donations rerouted through content pieces on Instagram.”
This campaign highlighted the travails faced by less fortunate students in attaining access to proper education and was aimed at raising awareness about giving back to society on the occasion of World Kindness Day. The power of social media influencers coming forward to support this initiative has helped raise more donations because when the influencers talk – their followers really listen.
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.
