Ad Campaigns
Tiger Balm roars for the ‘Keepers of the Wild’
MUMBAI : This International Tigers Day, Tiger Balm, usually known for soothing aches, is setting its sights on a different kind of relief: giving India’s forest guards the recognition they sorely deserve. Ad agency BC Web Wise has launched a stirring new campaign, “Keepers of the Wild,” that’s purr-fectly pitched to honour these unsung heroes of conservation.
Crafted entirely by BCWW, the campaign features two evocative line-art films. Narrated from the tiger’s perspective, these aren’t about romanticising the jungle, but about giving a nod to the humans who make the big cats’ survival possible. Alongside supporting social content, the films offer a rare glimpse into a truly wild relationship, one built on mutual respect, care, and staunch protection.
BC Web Wise creative director Sonali Banerji shared, “We wanted to create something that didn’t just talk at the audience, but made them feel — feel the weight of the silence, the solitude, the strength it takes to protect something as fierce as the wild. The tiger’s voice in this campaign isn’t loud it’s layered. Just like the work these forest guards do.”
Gardenia board brand & marketing expert and advisor, Pankaj Bhawnani shared, “This isn’t a story about tigers alone. It’s about the people we rarely see. The ones who stay back, stay still, or step away when it matters most. Through this campaign, we wanted to bring out that emotional undercurrent of conservation. Because sometimes, respect is the greatest form of protection.”
At its core, “Keepers of the Wild” reflects Tiger Balm’s own ethos, care that’s constant, quiet, and deeply human. The campaign doesn’t rely on spectacle, but on sincerity, and invites audiences to rethink what it truly means to be a guardian of the wild.
Gardenia Cosmotrade LLP (exclusive distributors of Tiger Balm in India) Designated Partner, Puneet Motiani said, “For over a century, Tiger Balm has been associated with relief and this campaign is an extension of that legacy. It’s about recognising the invisible strain that forest guards endure, and acknowledging the care they offer not just to the animals, but to the entire ecosystem. We’re proud to stand behind a campaign that speaks with so much heart.”
At its core, “Keepers of the Wild” mirrors Tiger Balm’s own philosophy: care that’s constant, quiet, and profoundly human. The campaign eschews flashy spectacle for genuine sincerity, inviting audiences to rethink what it truly means to be a guardian of the wild.
Puneet Motiani, designated partner at Gardenia Cosmotrade LLP (exclusive distributors of Tiger Balm in India), noted, “For over a century, Tiger Balm has been associated with relief, and this campaign is an extension of that legacy. It’s about recognising the invisible strain that forest guards endure, and acknowledging the care they offer – not just to the animals, but to the entire ecosystem. We’re proud to stand behind a campaign that speaks with so much heart.”
Following last year’s successful #EyeOfTheTiger campaign, this year’s narrative paws to deepen the admiration for forest guards, offering a unique perspective from the very creatures they protect. Through “Keepers Of The Wild,” it’s clear that sometimes, #ToughAsATiger isn’t just about raw power, but about presence – showing up for the wild, and leaving ample space for it to thrive.
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.
