Calling on the advertising industry to use its creative influence to drive social change and promote positive values, Mumbai’s mayor Ritu Tawde addressed the advertising industry leaders at the 2026 edition of the IndIAA Awards held in Mumbai on 13 October.

Tawde began by highlighting the unique power of the industry to connect with audiences.

“Mumbai is not just a city of dreams but also the nation’s thinking, imagination and creativity capital. This is not just about celebrating advertising; it is a wonderful platform for new thinking and fresh ideas. The greatest power of the advertising world is its ability to ignite a dream in people's eyes and touch their hearts - all in just 30 seconds. If one were to ask what moves the fastest in the world, some might say light; however, I believe that a thought arising in the human mind travels faster than anything else. And it is precisely this kind of fresh idea that breathes life into an advertisement. ”

She emphasised that impactful advertising must go beyond commercial interests and encourage people to reflect on broader social issues.

“A good advertisement isn't merely one that empties a consumer's pockets; a truly authentic and impactful advertisement is one that compels people to reflect on their lives and society. A simple tagline from you can shift the mood of an entire nation—such is the power of your words,” she said.

Referring to the growing role of data, algorithms and technology in the advertising ecosystem, she stressed that human emotions and creativity would remain irreplaceable. “While technology allows our message to reach far and wide, only the human heart and its emotions can truly breathe life into that message. The question often arises whether technology will eventually eclipse human creativity; I firmly believe that no machine can ever capture the depth of human emotions, the tears in one's eyes, or the smile on one's face.”

Tawde also underlined the role of advertising in reflecting the aspirations and values of society. “Advertising is not just about purchasing products; it reflects the mindset and culture of an entire generation. According to a study, 82% of Indian consumers are drawn to brands that look beyond mere profits and champion positive thinking and social welfare,” she shared.

Drawing a parallel with the civic administration’s work, Tawde said the Brihanmumbai Municipal Corporation (BMC) was evolving beyond its traditional role of building and maintaining infrastructure to become a medium for improving citizens’ habits and quality of life.

She said, “Today, it is no longer just an organisation dedicated to building road infrastructure; it has evolved into a powerful medium for improving the habits and lives of the people of Mumbai.”

Calling on advertising professionals to contribute to these efforts, Tawde urged them to develop campaigns addressing road safety, waste management, plastic pollution and women’s safety.

“I have just one request for the stalwarts of the advertising world: please utilise your extraordinary talent to address crucial issues such as road safety, cleanliness, a plastic-free environment, and women's safety. Create campaigns that truly resonate with people and touch their hearts. While the government and administration can formulate rules, the power to transform those rules into ingrained habits among the public lies with your industry,” she stated.

Tawde also urged the advertising fraternity to work alongside the civic administration to build a city recognised not only for its economic strength but also for its social consciousness.

“Together, let us shape Mumbai not merely as the nation's financial capital, but also as a hub of social awareness and positive values. If your advertisements can help reduce littering or accidents on Mumbai's streets, it would be a tremendous contribution to the city,” she said.

Post her talk, Janak Sarda, president, IAA India Chapter, announced that the body is working with the BMC on a campaign on cleanliness.