Ad Campaigns
Tata Studi shows the correct way to study in latest film
Mumbai: Parents undergo immense stress while preparing their kids for school and often end up putting their children under undue pressure. It is this thought, that drives Tata Studi’s new campaign, which conveys the message, that true success depends on effective planning and not undue pressure.
The campaign ‘Padhne Ka Sahi Tareeka’ conceptualised and executed by Mullen India, focuses on the correct way to learn by planning one’s studies efficiently. It is based on insights drawn from how invested parents are in the studies of their children. Through a series of films, the campaign conveys the point that planning their studies will help students to be better prepared, avoid anxiety and perform well in their exams.
“The category is flooded with multiple brands, so the idea was to create clutter-breaking work that’s also insightful and relevant to parents and students. The insight into how parents put pressure on children unknowingly, especially during exams gave us an opportunity to tell stories that parents can connect to. The idea – ‘Pressure Nahi, Plan’ – also puts the key differentiator benefit of Tata Studi, which is to plan one’s studies to reduce last-minute exam stress, right at the centre of the campaign,” said Mullen Lintas chief creative officers Azazul Haque & Garima Khandelwal.
First introduced in early 2021, Tata Studi is an after-school learning app designed around the principles of Science of Learning – a multidisciplinary approach that combines research from neuroscience, psychology, and cognitive science.
Tata ClassEdge chief B2C Sachin Torne said, “We want children to plan their studies and learn for understanding so that they can use their learning in real life. Planning for any activity helps reduce pressure and it is true even for studying. Through Tata Studi, we want to inculcate good learning habits in students. Once the child learns how to learn, it’s a skill that will stay with them for life.”
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.
