Ad Campaigns
Two Brothers Organic Farms launches #MakeFarmingCoolAgain
Mumbai: Two Brothers Organic Farms has launched a new brand film to change the perception of agriculture as a profession among the young generation. The brand film, featuring a voice-over by actor and director Vijay Raaz, was officially premiered on the company’s YouTube channel. The narrative is based on the journey of the brothers and co-founders Mr Satyajit and Mr Ajinkya Hange, who left their high-paying city jobs at the peak of their careers to move back to their village to build a farm that has positively impacted the lives of over 20,000 farmers. The theme inspired by their personal journey was conceptualized to send the message that farming is a cool and noble profession, which is no less than others. Through storytelling, the film also highlights the disparity between hectic city life and therapeutic farm life, aiming to make the youth connect with it on a deeper level.
To commemorate the online launch, Two Brother Organic Farms hosted an offline screening on their farm in Bhodani, Maharashtra, and various farmers’ markets, promoting the virtues of sustainable farming. Through this brand film, Two Brothers Organic Farms seeks to inspire the new generation of farmers to explore the peaceful farm life. It also aims to position itself as a source of fresh, nutritious organic food that upholds quality standards and facilitates traceability.
Two Brothers Organic Farms co-founder Satyajit Hange, expressed his thoughts on the new brand film, stating, “Today’s youth is increasingly looking at farming as a profession with no future, limited economic gain, and zero social respect. However, the young generation should not see it as an avenue without a future; otherwise, nobody will be left to produce food in 20-30 years. Farming is a noble profession as it offers food to our table, and as fourth-generation farmers, we believe there is an urgent need to create a social change so that more new young people feel comfortable embracing it as a profession. Through our story, we want to tell them that farming as a profession is both socially and economically rewarding and offers us the choice to make a difference in the environment. By highlighting the social and economic benefits of organic farming through our lens, we hope to spread the message that farming is cool and inspire a new generation of farmers to embrace it as their profession.”
The company, which has worked with over 2000 farmers and trained over 16000 farmers in their farmer institution, aims to change the new generation’s perception. Through this new initiative, the brand expects to inspire the youth to adopt sustainable farming practices and connect with consumers who seek chemical-free organic and nutritious food.
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.
