Ad Campaigns
Truecaller-News18 Network’s women safety campaign #Itsnotok reaches to over 1.65 bn users
Mumbai: The six-month-long ‘#ItsNotOk’ campaign by News18 Network and Truecaller has reached approximately 1.65 billion users on digital platforms with a message to call out harassment by blocking harassers on Truecaller and reporting them to relevant authorities to increase women’s safety. The campaign has gone to various parts of the country like Telangana, Delhi, Assam, Karnataka, and Odisha.
They unveiled ‘#CallItOut’ artwork and have organised an ‘#EmpowHER’ marathon in partnership with the Delhi police to encourage women to fight harassment both in physical and digital spaces. The ministry of culture has also extended its support as part of the “75 years of Azadi Ka Mahotsav.”
The ‘#CallItOut’ will be visible on the main wall of Delhi’s iconic civil lines police station, which was unveiled on 29 July by Delhi police commissioner Rakesh Asthana. It will also be attended by the Delhi University proctor Rajni Abbi, Delhi Police DCP North West, Usha Rangnani, and blogger Anupriya Kapur.
Created by Delhi Street Art, the campaign will depict inspiring stories of women who have found the courage to report harassment and to inspire others in society to do the same when they see it. A version of the artwork can also be seen on the rear windscreens of Delhi police emergency helpline vehicles, encouraging Delhiites to participate in this movement to reduce harassment in society.
The #ItsNotOK EmpowHER run on 31 July will be followed by hundreds of runners running on a route designed in the shape of “ITS NOT OK.” This is an act to demonstrate women’s and committed citizens’ commitment to reclaiming physical spaces. They will be accompanied by police officers who are staunch supporters of the movement to make public spaces safer for women, allowing them to make routine decisions without fear.
The ministry of labour and employment, environment, forest and climate change minister Bhupender Yadav will be present for the EmpowHER marathon. The run will also see participation from a host of sports celebrities and public figures, including actress Mandira Bedi, social activist Ranjana Kumari, marathoner Reeti Sahai, Delhi women’s football players, Fit India ambassador Capt. Dharmveer, triathlete Pankaj Dhiman, fashion designer Namrata Joshipura, content creator Satshya Tharien, and many more.
Truecaller India director of public affairs Pragya Misra, said, “The culmination of #ItsNotOk is not the end of this effort, just a stopover in our journey of this movement to drive safety in digital communication and the real world. The campaign has empowered millions of people around the world to fight harassment and this year, we took it a step ahead by encouraging women to report harassment to the authorities in addition to blocking them on Truecaller.”
She further added, “Through the #CallItOut movement, several women across the country came together to call out harassment with the confidence that they have the support of local law enforcement and the community. We are delighted to partner with the Delhi Police on this initiative and their support in forwarding our mission of making digital communication safe.”
As part of its journey to create awareness about women’s safety, News18 Network & Truecaller #ItsNotOk initiative has reached more than 1.65 billion users across digital platforms so far and highlighted the helpline numbers 181 and 112 to over 92 million people for them to know where and how to report harassment.
Network18 studio senior VP of marketing, content & operations Sidharth Saini said, “Our partnership with Truecaller is a testament to how corporates and media platforms can come together and be a voice for good. This has been an enriching initiative for all stakeholders involved – one that successfully put a spotlight on women safety, and demonstrated the power of the community to put up a collective fight against harassment. We also want to thank the Delhi Police for their invaluable support and collaboration. Their association with this initiative further empowers women to be fearless in taking a stand.”
The initiative has seen support from policymakers like Smriti Irani, Rajeev Chandrasekhar, K Chandrashekhar Rao, Naveen Patnaik, K.T. Rama Rao, K. Kavitha; law enforcement authorities like KPS Malhotra and Shalini Singh; social activists like Ranjana Kumari; actresses Raveena Tandon, Aditi Rao Hydari and Huma Qureshi; as well as Indian badminton stars PV Sindhu and Jwala Gutta.
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.
