Ad Campaigns
This Dussehra, ShareChat Karega ‘Bure Trends ka Dahan’
Mumbai: Dussehra, a festival that signifies the eternal triumph of good over evil, holds great cultural and spiritual significance. To underscore the importance of this festival and the symbolic act of burning the effigy of Ravana, which represents the end of negativity, ShareChat has launched a new campaign – ‘Karo Bure Trends ka Dahan’ aligning with these values. The campaign is dedicated to vanquishing negative trends in the digital world, mirroring the festival’s spirit of conquering darkness with light.
India’s largest homegrown social media platform, ShareChat, under this campaign, is dedicated to fostering a safer and more positive online environment by extinguishing the detrimental trends that have taken root. A CGI-enabled film has been launched to visualise this effort. ShareChat has taken a proactive stance to combat negative trends such as trolling, the proliferation of misinformation, cyberbullying, hate speech, and doxing, aiming to create a more wholesome digital space.
The film shines a spotlight on adverse digital trends, including celebrities enduring performance-related trolling, body shaming, and the dissemination of misleading headlines. These troubling elements are creatively combined to make a Ravana effigy, which is then burned to symbolize the triumph over ‘Bure trends’ or the bad trends. In a community-driven effort, ShareChat initiated a crowdsourcing campaign, engaging its users in the mission to combat these detrimental trends. Users were invited to share their insights and experiences through in-app surveys, interactive quizzes, and polls, paving the way for the emergence of ‘Khushiyon se Bhare Trends’ – positive trends that spread joy and positivity.
Following the video launch, ShareChat users have the opportunity to explore a variety of heartfelt greetings and warm wishes. They can delve into the significance and rituals of Shastra Puja during Dussehra, immerse themselves in mythological tales, and witness an epic Ramleela. Additionally, users can enjoy Dussehra Live events on the platform, discover remarkable artwork, and find delightful special recipes within the ShareChat app.
Talking more about the video, ShareChat and Moj head of consumer marketing, Mousumi Mishra, said “As we celebrate Dussehra, ShareChat is proud to bring you a campaign that beautifully marries the age-old tradition of burning evil with the dynamic world of modern storytelling. Our ‘Bure Trends ka Dahan’ campaign is a testament to the enduring power of storytelling, where we use the symbolism of the festival to ignite positive change in the digital space. In this fusion of cultural nuance and innovation, we aim to inspire people to rise above negativity and light the way towards a brighter digital future.”
Schbang brand solutions lead Amrita Gupta said, “Social media is really a powerful place and there’s no platform better known for its regional content. As the festival season unfolds, we for ShareChat wanted to celebrate the spirit of good over evil by taking a stance to reduce negativity prevailing on social media. In this campaign, we have used AI capabilities to build a narrative that brings out a positive change in the way we connect & engage with one another.”
Schbang design lead Tanveer Jadhav said, “The recent CGI trends have been super cool to look at, but we wanted to use CGI to promote Sharechat’s vision. With creative prowess witness a stunning CGI Raavan engulfed in flames, eradicating negative trends. Our campaign promises a fusion of tradition and innovation, an unmissable celebration of transformation this festive season.”
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.
