Ad Campaigns
Wringley’s Doublemint tells a ‘fresh’ new love story
MUMBAI: Released on Youtube on 21 October, the new TVC of Wringley’s Doublemint conceptualised by BBDO Indua and directed by Shoojit Sircar has already garnered over two lac views.
The advertisement that depicts a heartwarming love story of a young boy Adi & his new neighbor Niara. The advertisement is based on the fresh and beautiful cover of “Ek ajnabee hasina se,” originally sung by the legendary Kishore Da. Reiterating the recently launched Doublemint© Mints freshness proposition, the love story around the quintessential romantic Indian couple encourages us to ‘Start Something Fresh’ whilst making ‘long lasting connections.’
Wrigley India MD MV Natarajan said, “The Doublemint© Mints TV advertisement fantastically weaves in the essence of connections that Doublemint© stands for. It is seen enabling the young couple falling in love.”
BBDO India CCO and chairman Josy Paul added, “The role of Doublemint is to help create new connections and start something fresh. Like the innocence of true love – you can’t write it; you can only wish it. Love just happens when you are busy doing other things. That’s what this campaign is about! When I saw the offline of the film, I was moved to tears. I called Shoojit way past midnight bawling like a teenager. It took me back to the purity of love. It’s not advertising, it’s the sound of a world looking for a more meaningful relationship. We are not just selling chewing gum or mints; we are spreading the hope of better connections.”
TVC director Shoojit Sircar shared, “This has been such an interesting journey for me personally. We brainstormed and sorted through close to a hundred songs before settling on ‘Ek ajnabee hasina se’, which fits beautifully to the story. And, we have added a refreshing take to this Bollywood classic. This TVC debuts with fresh faces who have brought Adi and Niara to life. The actors, Banita and Shubham, beautifully portrayed the innocence of a first time love story with absolute purity. This advertisement aims to tell a simple tale of a young couple embarking on a new connection infused by the freshness of Doublemint© Mints.”
The advertisements are being aired nationwide from 22 October, 2016.
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.
