Ad Campaigns
Just Herbs’ social experiment reveals fragrance’s real power
Mumbai: Luxury ayurvedic beauty brand, Just Herbs announces its foray into the fragrance category with the launch of its ‘Pure Fragrance’ range. To support the latest launch Just Herbs also rolled out its #NOSEtalgia campaign, consisting of a series of films having quirky characters who with their tongue-in-cheek humour demonstrate how fragrances leave an impression before you even try to make one.
A different take to what consumers are generally used to seeing in fragrance ads, Just Herbs’ campaign has decided to keep it simple, direct, and to the point. Having garnered over 250000 views in less than 48 hours, Just Herbs’ fresh approach towards fragrance marketing breaks away from the run-of-the-mill approach of sexualising the use of perfumes.
“Most perfume ads will make you believe that a few sprays can land you your ideal job or dream partner. At Just Herbs, we believe in keeping things simple without confusing our consumer or playing with their emotions. A good perfume can do just one thing- make you smell great! Our new range and campaign guarantees to make you smell good, all day long, without selling any fantasies.” said Just Herbs co-founder & CEO Arush Chopra who also makes an appearance in the campaign.
Just Herbs’ new range ‘Pure Fragrances’ are made with grain-derived alcohol and skin-loving essential oils. With over 11 options to choose from starting Rs 325/- onwards, Just Herbs range includes deodorants, Eau De Parfums, body mists and roll-ons, for men and women with a promise of long-lasting freshness.
Just Herbs products are available across online marketplaces such as Nykaa, Amazon, Flipkart, and Myntra. The products are also available to shop on www.justherbs.in as well as at all Just Herbs retail touch points.
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.
