Ad Campaigns
White Rivers Media wins Shorty Social Good Award for Viviana Mall’s ‘Stop Acid Sale’ Campaign
MUMBAI: White Rivers Media has won the esteemed Shorty Social Good Award for Viviana Mall’s ‘Stop Acid Sale’ Digital campaigns.
The Shorty Social Good Awards honour digital media endeavours for a social cause, and the Stop Acid Sale campaign was one of only two campaigns to make it to the finals of Human Rights category, globally. Past winners of this award include DJ Khaled, Adele, J.K. Rowling, Jenna Marbles, Malala Yousafzai, Hannibal Buress, Casey Neistat, Tyler Oakley, and Taylor Swift.
Viviana Mall ran this initiative to raise awareness and empathy for the survivors of acid attacks, on the occasion of Women’s Day. They partnered with their digital marketing agency, White Rivers Media to bring to light the unheard, untold stories of Indian women who had been subjected to the heinous experience of an acid attack, and to empower others by spreading the word on how they dealt with it. The objective didn’t just end at awareness, but also extended to restoring the survivors’ dignity and giving them the equal footing in society that they deserve.
Shrenik Gandhi, Co-Founder and Chief Executive Officer of White Rivers Media said, “Our one and only goal with the Stop Acid Sale initiative was to empower the survivors of acid attacks. My hope is that the chatter and visibility that comes from our initiative receiving a Shorty Social Good Award serves to better achieve that goal. Congratulations to Team Viviana Mall, Team White Rivers Media & everyone involved in the campaign on being recognised for doing good. It is our honour to be working with a brand that’s willing to do good over doing well.”
Rima Pradhan, Senior Vice President (Marketing), Viviana Mall commented, “This campaign is now a landmark moment in our brand’s history. I want to thank all our partners who worked with us to make our Women’s Day campaign into a great initiative.”
Every year, the Shorty Social Good Awards aim to raise global awareness around, and thereby encourage, the positive impact that brands, agencies, and non-profits can have on society.
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.
