Ad Campaigns
Tata Realty #InspiresInclusion with its latest Women’s Day campaign
Mumbai: As a part of its commitment to promote diversity and inclusion, this Women’s Day Tata Realty & Infrastructure Ltd., a leading provider of office parks, unveiled a thought-provoking campaign titled ‘Deserved – Reserved.’ This visually impactful campaign aimed to ignite important conversations about gender equality by reimaging the classic game of chess, conventionally perceived to be male-dominated.
The campaign disrupts traditional perceptions of Chess by installing larger-than-life Chess sets at Intellion Office Parks engaging 70,000 tenants across its four campuses. Notably, half of the pieces, painted in pink, demonstrated an equal representation of women in the army, all while adhering to the game’s original rules. After each game, the board displayed female warriors, symbolizing that genuine victory necessitates equal participation from all. This underscored the notion that positions of power should be Deserved and not Reserved.
Furthermore, taking this campaign beyond Intellion Office premises, customized Chess Sets will be shared with important stakeholders of various industries to spark meaningful conversation across sectors.
The campaign has expanded across various platforms, featuring compelling illustrations that highlight the stark under-representation of women. For example, depicting an army composed of only 2 women out of 32 warriors serves as a powerful symbol, emphasizing the central message: Chess, often seen as a power game, mirrors the gender exclusion prevalent in our society, where victory hinges solely on the king’s checkmate, leaving only one woman in the army.
“To foster equality, it’s imperative to safeguard women’s rights and promote #InspireInclusion, prompting us to rethink established systems, as exemplified by these Chess sets. To build a fair world, we must secure women’s rights and #InspireInclusion, reimagining existing systems. Every chess game played on this unique board serves as a catalyst for meaningful dialogues, ultimately forging a more inclusive world.” said Sanjay Dutt, MD & CEO at TATA Realty & Infrastructure Ltd.
The campaign was live on 8 March, 2023 where the life-sized installations were put up across Intellion office parks encouraging India-wide participation from employees, occupiers, and other stakeholders. Through this proactive move, Intellion offices by Tata Realty hopes to dismantle conventional stereotypes surrounding women in the workplace and endeavours to demonstrate that women deserve equal recognition and standing alongside men in every professional achievement and setting.
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.
