Ad Campaigns
Wai Wai promotes hand hygiene through its new packaging
New Delhi: Nepal-based Wai Wai noodles maker CG Corp Global has embarked on a more socially conscious brand messaging in its second largest market, India. With the rising number of Covid2019 cases in the country, Wai Wai is doing its bit to instil the habit of handwashing in its young consumers. The company echoes the ‘Hand Wash Program’ lead by WHO by amplifying the message through a dedicated space on each packet of noodles.
This is in line with the ideology of creating a safer, healthier, and hygienic ecosystem in the regular buyer-seller relation. The noodles is a popular brand among many young adults and children worldwide, therefore; the company is propagating the messaging within the millennial consumer base through its packaging. Moreover, the message of ‘Wash hands be healthy’ is printed both in English and Hindi alongside the catchy slogan of Sabun paani haath, humesha saath saath, thus aiding inclusivity and accessibility.
CG Corp Global business head GP Sah stated, “As a customer-first organisation, we are always seeking opportunities to make the customer experience enriching and wholesome. This year we have already manufactured and distributed around 60 crore packets in parts of India and over 240 crore packets in parts of south Asia. We as a global corporation have been involved with many initiatives through are multiple subsidiaries spread across the world and we constantly strive for the betterment of these societies we dwell in.”
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.
