Ad Campaigns
Zee may #ShareTheChange during demonetisation
MUMBAI: Every event is an opportunity. The current scenario of demonetisation has left the country in chaos. This has led to a lot of people hoarding cash while leaving others who probably need it desperately with no money at all.
Zee Cinema is making an effort to encourage everyone to come forward and help those who are in urgent need of cash. The idea is to push people to share their change (Chhuta / loose change) and do their bit in this current scenario.
With the campaign line – #ShareTheChangeBeTheChange, this initiative is all about spreading the message and helping a friend in need. As the world’s biggest theater for Hindi movies, they have gone a step forward and put a creative twist giving it a filmi touch in their true Bollywood style.
Using popular Bollywood movies and iconic characters the aim to reinforce this change and spread its positive message: “Ye Chhutta mujhe de de Thakur..!! #ShareTheChangeBeTheChange (Sholay)” and “Bhagwan ka diya sab kuch hai, bas chhutta nai hai…!! #ShareTheChangeBeTheChange with people in need around you.”
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.
