Ad Campaigns
Nykaa Cosmetics unveils new Ad film
Mumbai: Nykaa Cosmetics has unveiled their latest ad film, showcasing the highly anticipated launch of the Matte To Last Pore Minimising Foundation. Recognising the power of visual storytelling, Nykaa created an experience that would resonate with their target audience with an ad film titled “Matte To Last, Made For You”, which beautifully captures the spirit of Indian youth, showcasing their vibrancy, confidence, and unapologetic way of being. The film brings alive this game-changing product, which eliminates the need for powder and primer, delivering a seamless and effortless application for an unparalleled makeup experience.
Conceptualised and created by Green Chutney Films, the ad opens with striking close-ups of women, their faces bathed in sunlight as they navigate the bustling streets of Mumbai. In an instant, a profound connection is forged with the audience, drawing them into the unfolding narrative. As the product takes center stage, the women in the film burst into a state of pure joy while they exemplify their personal style. The fusion of energetic and catchy music, blending Western and Indian beats, infuses the scene with a captivating vibe that lingers long after the film concludes. The streets come alive with a riot of vivid, pop colors, providing the perfect canvas for this stylish and groovy experience. It is within this captivating environment that the ad film showcases the brand’s unwavering commitment to delivering innovative beauty solutions tailored to the discerning needs and preferences of Indian consumers.
Nykaa Brands executive VP Vishal Gupta said, “At Nykaa Cosmetics, we believe in the power of beauty to inspire. Our latest ad film for the Matte To Last Foundation is a testament to that philosophy. It captures the essence of Indian youth – their energy, confidence, and unapologetic spirit – in a non-preachy and authentic way. With 15 shades especially curated for Indian skin tones, we celebrate the beauty of diversity and empower every individual to find their perfect match.”
Green Chutney Films CEO Rahul Tejwani added, “At Green Chutney Films, we are always seeking interesting and innovative ways to capture the voice and aspirations of Indian youth. Working with an Indian brand like Nykaa gave us the opportunity to do just that. By working on the concept, music, style, and visual language of the campaign for Nykaa, we were able to capture the bold essence of the brand and specifically what Matte to Last Foundation represents in a fun and vibrant way.”
The Matte to last Pore Minimizing Foundation is a 12 hour long-lasting formula that ensures a radiant finish that withstands the test of time. Its standout feature lies in its remarkable ability to minimize pores within a mere 15 minutes, thanks to the inclusion of the remarkable 2% Sebustop ingredient. It is also enriched with Vitamin E that nourishes and hydrates the skin, leaving it looking healthy and radiant. The foundation range is completely vegan, dermatologically tested, paraben-free, and not tested on animals. With 15 meticulously crafted shades that complement diverse Indian skin tones, this foundation guarantees a flawless match, redefining beauty standards and providing a long-lasting complexion.
Nykaa Matte to Last Pore Minimizing Foundation will be available on Nykaa.com and in Nykaa stores across India and is priced at Rs 849/- only.
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.
