Ad Campaigns
UPL honours India’s unsung heroes this Independence Day with a special film ‘Jai Jawan, Jai Kisan’
MUMBAI: This Independence Day, UPL spotlights two of the nation’s strongest pillars –the farmer and the soldier – with the launch of ‘Jai Jawan, Jai Kisan’, an evocative short film released in eight languages.
The film draws a compelling parallel between two unsung heroes – one guarding our borders, the other safeguarding our food supply. It underscores their shared commitment to nation-building and the equal respect they deserve.
‘Jai Jawan, Jai Kisan’ forms a powerful chapter in UPL’s year-long storytelling initiative, ‘Atoot Vishwas Ki Kahaniya’ – a monthly video series that celebrates the unwavering trust and deep-rooted relationships within India’s farming communities. Hosted on the dedicated YouTube channel Mitti Ke Rishtey – A UPL Initiative, the series brings to life authentic and heartfelt stories of farmers who embody resilience, community spirit, and an enduring bond with SAAF, one of India’s most trusted fungicides. Through these narratives, UPL pays tribute to the everyday heroes who nurture farmlands and safeguard livelihoods, reinforcing the values that keep our nation growing strong.
Commenting on the initiative, UPL SAS CEO Ashish Dobhal said, “At UPL, farmers are at the core of our mission. They are not just stakeholders – they are our partners in progress. This Independence Day, through ‘Jai Jawan, Jai Kisan,’ we extend our gratitude to another pillar of our nation – the soldier. Both protect India in their own profound ways, and this film is our tribute to their shared spirit of service and sacrifice.”
Since its launch, SAAF has been more than just a crop protection solution – it has been a symbol of trust in the fields. By helping farmers combat fungal diseases in crops and safeguard their harvests, SAAF® has played a vital role in securing rural livelihoods. ‘Atoot Vishwas Ki Kahaniya’ captures these connections, spotlighting not only farmers but also retail partners who have helped make SAAF a household name across India’s heartland.
The campaign, which began in April 2025 and runs through March 2026, will feature 12 short films in total. Five films have already been released, each capturing real-life farmer experiences and exploring powerful themes of trust, family bonds, and journeys of success. With ‘Jai Jawan, Jai Kisan’ now live, six more films will follow – continuing UPL’s celebration of India’s agricultural spirit and reaffirming its commitment to empowering farming communities.
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.
