Ad Campaigns
Star Plus brings ‘Nayi Soch’ with Aamir for Women’s day
MUMBAI: Star India has constantly endeavoured to inspire social change through its thought-provoking programming, and this mission is reflected in the journey of its ‘Nayi Soch’ (new thinking) campaigns, which have continued to positively impact millions of lives.
In further pursuit of its mission to spark social change through its ‘Nayi Soch’ campaign, Star Plus has released the next chapter in the inspirational series — a special Women’s Day communication featuring none other than superstar Aamir Khan. Created by Ogilvy and directed by Nitesh Tiwari of Dangal fame, the Women’s Day special of ‘Nayi Soch’ puts the spotlight on one of the nation’s biggest social issues of gender inequality and takes it head on.
Star India chairman & CEO Uday Shankar says, ”We at Star believe that daughters are equally capable to bring laurels to their families and society. Our latest Nayi Soch film reflects this confidence. It not only questions the gender discrimination that still exists, but also iterates our belief that it is time for fathers to step up and inspire their daughters with confidence and self-belief. Aamir Khan brings great credibility and empathy to the role of a father whose progressive thinking gives his daughters the freedom to flourish.”
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The brand film showcases Aamir as a small-town, middle-class but new-age father who is progressive and confident that his daughters will take ahead the legacy of his business. The symbolic act of naming the store ”And Daughters” is a global first in thought and establishes a positive role model that could potentially have a ripple effect on society.
Khan asserted, ”I think it is a great initiative by Star Plus. The film is a tribute to all the proud dads and their daughters who became the beacons of change.”
The film ends with the thought-provoking line, “Kaamyabi na ladka dekhti hai na ladki. Kaamyabi sirf soch dekhti hai.” (Success does not consider whether one is a boy or girl; it only takes powerful thoughts into account).
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.
