Ad Campaigns
ADbhoot unveils a dynamic and empowering campaign for Liberty Adult Diaper
Mumbai: ADbhoot has launched an exciting and vibrant campaign for Liberty Adult Diaper, redefining the notion of aging and empowering adults to live life to the fullest. The campaign aims to dispel the prevailing stereotypes of helplessness associated with elderly individuals, showcasing their desire for vitality and celebrating their freedom.
AdBhoot specializes in taking human insights, a scientific approach along with artistic strokes to create unique stories and experiences for the predetermined target audience – adding value to every brand they partner with. They are storytellers with the brain of an agency and the craft of a production house.
The core insight of the campaign designed for Liberty Adult Diaper revolves around the universal aspiration of adult individuals to retain their youthful spirit, mobility, and zest for life. Recognizing this inherent need, Liberty Adult Pant offers the perfect solution, granting users the freedom to engage in activities, go out, and celebrate life unencumbered.
ADbhoot has strategically partnered with veteran actor Anang Desai for the campaign. Anang Desai’s captivating presence, relatable personality, and alignment with the brand’s promise made him the perfect choice.
“We wanted to break free from the traditional portrayal of elderly individuals as helpless and bring forth a more empowering narrative,” said ADbhoot founder & creative director Vaibhav Pandit. “Our campaign emphasizes the essence of life, energy, and vitality that resides within every adult, irrespective of their age. Liberty Adult Diaper enables them to live life on their own terms and rediscover the joy of being young at heart.”
PAN Healthcare MD & CEO Chirag Pan said, “At PAN Health, we believe in enabling individuals to lead lives of freedom and dignity, regardless of their age. The partnership with ADbhoot for this campaign reflects our commitment to challenging stereotypes and empowering adults to embrace life to the fullest. Liberty Adult Diaper provides the freedom and confidence to pursue their passions and celebrate every moment. We are excited to launch this dynamic campaign and invite everyone to join us in redefining the perception of aging.”
“Creating this campaign for Liberty Adult Diaper has been a rewarding experience for our team at ADbhoot,” said ADbhoot business and content head Monika Dharankar. “The collaboration with PAN Health allowed us to bring forth a message of empowerment and freedom, highlighting how Liberty Adult Diaper enables individuals to embrace their independence with confidence. We are proud to have played a role in crafting a campaign that celebrates the energy and vitality of every individual, regardless of age.”
The campaign will be amplified through various TV channels, Digital platforms, and OOH. Through its captivating storytelling and relatable characters, the campaign aims to resonate with a wide audience and shift perceptions surrounding aging and independence.
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.
