Ad Campaigns
Cordlife India earmarks Rs 15 crore for marketing, branding in FY15
KOLKATA: Cordlife India, a healthcare company, which had spent less than Rs 10 crore on the marketing activities last fiscal, has increased the budget outlay to around Rs 15 crore in the current fiscal 2014-15. This, to strengthen its presence in the country.
Recently, this umbilical cord and cord blood processing, testing and cryo-preservation company launched its first advertising campaign, with an aim to encourage to-be parents to take the first step of responsibility. While Rediffusion Y&R created the TVC in Hindi, English and even Bengali, the company is looking at translating the ad in other regional languages as well.
Cordlife MD Meghnath Roy Chowdhury says, “We want to strengthen our presence in the country. Right now, we have 60 centres in India. We had a good digital presence so far, but now we have increased the spent in keeping with our expansion plans.”
Chowdhury informs that while the company grew by almost 100 per cent in the last fiscal, it is hoping at growing by more than 150 to 200 per cent this year.
The advertisement brings out the importance of stem cell banking. More so it also shows how the process could ensure safety of the child. “Parenthood is the best feeling for anyone planning a family but it also comes with a lot of responsibility,” opines Chowdhury.
“The communication reflects the joys of parenting and the happiness that shines through an entire household when a baby is born in that family. It explores various emotions of the to-be parents as they get ready for a new beginning in their lives before entering a product window which details the merits of stem cell banking,” he adds.
The campaign reaches out to the urban couples who are not only well informed but give utmost preference to the safety of their family. “The communication shows the importance of cord blood stem cell banking and how the technologically backed practice can prove to be a boon for the child in future. It not only creates awareness for the brand – Cordlife, but also proves to be beneficial for the industry,” he says.
Chief creative officer for the current TVC is Komal Bedi Sohal, while executive creative directors are Piyash Ghosh and Nilanjan Dasgupta.
Cordlife operates one of the largest networks of umbilical cord and cord blood stem cell banks in the Asia Pacific region covering Singapore, Hong Kong, India, Indonesia, Philippines and has strategic investments in China Cord Blood Corporation (CCBC), one of the leading Stem Cell Bank in China.
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.
