Ad Campaigns
Sunfeast debuts premium café-style cookies exclusively for e-commerce
Mumbai: Sunfeast Baked Creations has unveiled its exclusive new Global Gourmet Cookies range, inspired by the café culture worldwide, just in time for the festive season. This premium e-commerce-only range showcases international flavors, crafted with fine ingredients sourced globally, designed to satisfy India’s cookie connoisseurs and bring café-style indulgence to their homes.
The collection includes three unique varieties: Rich Choco Chip, Oats & Hazelnut, and Walnut & Choco Chip Cookies. Each flavor highlights premium ingredients, like Belgian choco chips in Rich Choco Chip, California walnuts in Walnut & Choco Chip, and Turkish hazelnuts in Oats & Hazelnut. These cookies are packaged in vibrant, sophisticated designs, making each box a true delight for gifting and self-indulgence alike.
ITC Foods, COO of biscuits and cakes, Ali Harris Shere commented, “Ecommerce is growing exponentially and consumers today are more willing than ever to pay a premium and explore unique, indulgent international formats and flavours when it comes to their snacking choices. The premium segment, now making up almost 15 per cent of cookie sales on e-commerce, represents a growing market that Sunfeast Baked Creations aims to capture. This is a one-of-a-kind launch offering a cookie experience that recreates the same experience you have in an international café and it combines the best of global ingredient and local craftsmanship.”
The new Sunfeast Baked Creations Gourmet Cookies range, with pricing starting at Rs 130 for a 120-gram pack, is exclusively available through ITC’s online store and on quick-commerce platforms like Blinkit and Zepto.
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.
