Ad Campaigns
Cadbury Dairy Milk unveils heartwarming tale in second Generosity journey installment
Mumbai: Cadbury Dairy Milk released its new brand film as a part of its ongoing Generosity campaign. It is the second installment for the new dimension of the Generosity platform that was introduced in 2022 with a touching film depicting a generous moment between a politician and his bodyguard.
With the new film, the brand continues to encourage consumers to melt the power barriers and treat everyone equally while wholeheartedly engaging in their happy moments. Over the years, Cadbury Dairy Milk has been spotlighting the social asymmetry and aims to bridge the gap between the haves and have-nots in our society– one heartfelt story at a time thus, evolving the brand’s narrative of ‘Kuch Accha Ho Jaye, Kuch Meetha Ho Jaye’.
Commenting on the new film, Mondelez India VP- marketing Nitin Saini said, “As we unveil another heartwarming chapter in our Generosity campaign, we continue to believe in the transformative power of shared happiness. Cadbury Dairy Milk remains dedicated to breaking down societal barriers, urging everyone to actively participate in the celebrations of others. In doing so, we hope to inspire a world where kindness and generosity redefine the way we connect, one sweet moment at a time.”
Ogilvy India chief creative officer Sukesh Nayak added, “We announced the new chapter in the brand’s Generosity story in 2022 with the Politician film. The follow-up to that needed to be sweeter and grander. We thought to ourselves – what’s better than a wedding situation to show melting of the power distance between an employer and an employee. It beautifully underlines the happy occasion and the action that the campaign intends to drive. So, the next time we are at a wedding we not just attend but wholeheartedly participate in the celebrations, keeping aside all societal divides.”
This heartwarming film unfolds against the backdrop of a wedding procession in a seemingly small town in rural India. A man in a suit stands out as he dances exuberantly with the locals in the baaraat, clearly representing urban India amidst the local attendees. As the story progresses, it is revealed that the dancing man is the employer of the groom, who is overjoyed to be present in the happiest moment of his colleague’s life. The film then cuts to a beautiful moment of the employer and groom sharing a Cadbury Dairy Milk while everyone dances away to glory, yet again underlining the emotive thought of ‘Kisi Aur Ki Khushi Mein Shaamil Ho Kar Dekhiye’. The campaign’s soundtrack accompanies the film, driving the message of looking beyond one’s reality and being a part of others’ happiness.
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.
