Ad Campaigns
Sunrise Spices cherishes the success of its AI-powered Durga puja campaign
Kolkata: ITC Sunrise Spices has announced the success of its AI-powered Durga Puja campaign, designed in collaboration with Bengali actor – Abir Chatterjee. This initiative brought the magic of Kolkata’s grand Durga Puja pandals to participants’ screens, offering a personalised, immersive experience through cutting-edge AI technology.
This initiative also enabled participants to upload a selfie, which was then transformed into a customized AI video featuring them alongside Abir Chatterjee, touring some of the most beautifully decorated pandals in Kolkata. The result was an immersive and accessible celebration, breaking geographical boundaries and allowing people from across the country to experience the magic of Pujo.
Over 29,000 people participated and got their personalised AI videos created, bringing the joy of Durga Puja to participants across Bengal.
“We’re excited by the incredible response to this campaign, which blends the rich traditions of Durga Puja with state-of-the-art AI technology,” said Piyush Mishra, Business Head, Sunrise Spices. “What makes this initiative truly unique is the AI face-swapping feature that allowed users to immerse themselves in the pandal-hopping experience, making it feel personal and engaging. This innovation helped us bring the joy of Durga Puja to thousands of people, no matter where they were, breaking physical boundaries and offering a fresh way to celebrate together.”
Participants also enthusiastically shared their virtual pandal-hopping experiences on social media using the hashtag #PandalvisitwithAbir, vying for a chance to be featured in a special video montage with Abir Chatterjee, commemorating their best Durga Puja moments.
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.
