Ad Campaigns
Tata Tea Premium salutes the ‘kadak’ spirit of Odisha
NEW DELHI: Continuing with its blitz of hyper-local campaign promotions, Tata Tea Premium has released a new video paying tribute to the state of Odisha by creating a sand art installation in association with renowned sand artist Sudarshan Pattnaik, and celebrates the glory and heritage of Odisha.
The ad film shows the sand artwork capturing the kadak spirit of the people of Odisha and bringing alive elements which are the symbols of pride for them.
It further conveys the message that while Odisha is known for its unique and diverse treasures, the people of the state are known for their resilience and have stood strong every time they have been required to do so. Hence, the state that is known for its kadak irade blends in well with the core proposition of Tata Tea Premium which offers a kadak chai for the kadak spirited people of Odisha.
Tata Consumer Products senior vice president – marketing, packaged beverages – India Puneet Das said, “The stunning architectures, history, dialects, vibrant art music and dance forms make Odisha truly unique and diverse. On Utkal Dibasa, we are honoured to partner with Sudarshan Pattnaik, a world-renowned Indian sand artist and a Padma Shri holder who hails from Odisha, to pay a tribute to this culturally rich state and celebrate the kadak spirit of people of this state.”
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.
