Ad Campaigns
Why grandparents must be Friends with diapers
MUMBAI: On the occasion of grandparents day which normally falls on the first Sunday of September, the diaper brand Friends has taken an initiative to give back to your grandparents the freedom to do whatever they want to — through a social media campaign.
Marketing and commerce vice-president Kartik Johari said, “There is no love more sincere than the love of our grandparents. They deserve to have the freedom to do what they want and live their lives to the fullest. Through the campaign, we are trying to celebrate the freedom that they truly deserve”.
As you age, the fear of losing control of your bladder is real. There’s nothing, you can do to control it when you’re full and this makes going out in public a nightmare. Some experience incontinence in bits and spurts where only one or two drops of it leak uncontrollably, yet others experience it in a fuller manner, where they just can’t hold on to the entire volume of urine, and it is let out little by little.
Staying over, going on holiday, staying out in a place where toilets are not accessible becomes a nightmare for grandparents and hence they are restricted to being at home.
The campaign encourages use of adult diapers.
Link – https://www.facebook.com/FriendsDiaper/hc_ref=ARQm816DEmAa4ctXhufAum9CXBUYY9TLQcARoudD4wYgNrHC8iYdeoPW0KSHdvjQ7AU&fref=nf
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.
