Ad Campaigns
Tata Sky’s #RecallBengal reminisces art forms on Durga Pujo
MUMBAI: Tata Sky has rolled out its #RecallBengal campaign on the occasion of Durga Pujo.
This first ever digital-only campaign will celebrate Bengal’s rich and vibrant culture by capturing and documenting the folk art indigenous to the Bengali community based across the country.
Tata Sky will showcase specially shot AVs of Baul music, Santhal dance, the ancient scroll painting art of Patachitra, and the well-known one-man theatre act Bohurupee on their digital platform Tata Sky Blogbuster. The content will also be available across Tata Sky’s digital platforms, Facebook and Instagram pages and YouTube channels. Subscribers will also be able to indulge their love for Bengali culture by tuning in to Channel 100.
Tata Sky’s chief communication officer Malay Dikshit said, “Tata Sky has always brought about entertainment with relevant festivals — be it Onam, Lodi, Uttarayan or Durga Pooja. We have seen immense loyalty to our unique proposition. #RecallBengal campaign is not only targeted to connoisseurs of Bengali heritage but also gives the audience across India, a chance to enjoy the captivating art forms.”
Viewers can feast on this cultural treat till the festival culminates on 30 September.
· #RecallBengal Teaser: https://youtu.be/oeWZ5j5CQJ8
· Baul Teaser:https://www.youtube.com/watch?v=LrSL5PiPUNw
· Santhals: https://www.youtube.com/watch?v=hf93S9S_Vkw
· Patachitra: https://www.youtube.com/watch?v=VDLWc_Dkldk
· Bohurupee: https://www.youtube.com/watch?v=J1-vJVEF9g0
· Baul Music: https://youtu.be/u9fmwNmS0e4
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.
