Ad Campaigns
Zee Business exposes overcharging with #MRPParDoKhana campaign
Mumbai: When was the last time you checked the MRP/ rate card of a drinking water bottle or a veg/ non-veg thali ordered while traveling by an express train?
While the food delivery service has been one of the convenient services provided by the Indian Railway Catering and Tourism Corporation (IRCTC), there have been instances when passengers were constantly being overcharged for purchasing food items or having unwanted items added to their menus on trains.
On being informed by passengers about such instances, the Zee Business team looked into this matter with an investigative lens, and initiated #MRPParDoKhana news reportage and awareness campaign.
Food was being sold from the pantry at more than the fixed rate of IRCTC. Ignorance in checking the MRP, has resulted in vendors taking undue advantage and overcharging passengers for food items. i.e. passengers end up paying Rs 50 extra over and above the actual MRP. The sole purpose of Zee Business’ consumer-centric news story was to educate its viewers on the responsible initiatives that need to be taken, both by the consumers and IRCTC.
While the Zee Business team encouraged audiences to report any such overcharging instances by tweeting using the hashtag #MRPParDoKhana also alerted IRCTC to take immediate action. The official body also issued an order to vendors, asking them to stop the practice of overcharging immediately and avoid selling paneer mixed with food to justify the inflated prices. IRCTC wrote a letter to the group general managers of five zones, instructing them to take quick action against offenders and submit a report regarding the same at the earliest. It further threatened vendors with stopping the A la Carte system.
Taking cognisance of passengers’ inconvenience, IRCTC will select trains on ten routes for inspections, and surprise inspections of trains on crowded routes will be done.
The unfiltered news reportage and presentation of facts of Zee Business resulted in immediate changes that will be witnessed by passengers soon:
- Rate cards will be displayed at easily visible places in all coaches
- Bills for food items, and drinking water bottles will be provided to passengers to avoid being overcharged
- Staffers who supply food items to coaches will also be informed about rate cards of food items
- Passengers can complain about the quality and quantity of food items
- Seal of RailNeer bottles is mandatory
- IRCTC is setting up four new water plants
- New water plants will be set up to increase the supply
Highlighting the far-fetched impact of the investigative stance, Zee Business managing editor Anil Singhvi said, “Zee Business’ responsible journalism has been consistent in presenting factual details supporting consumer rights on timely basis. The news reportage on overcharging for purchasing food items or having unwanted items added to their menu on trains is just one of the many impactful examples of investigative journalism and consumer awareness campaigns taken up by us. We look forward to further engaging with our viewers and stakeholders with the sole purpose of helping each one to take informed decisions on a timely basis.”
The managing editor also received a positive response to the poll for #MRPParDoKhana- to which 91.7 per cent were in favour of paying for food items as per MRP.
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.
