Ad Campaigns
Terribly Tiny Tales & Philips Kitchen Appliances Embrace #Mothership!
Mumbai: Terribly Tiny Tales (TTT) partners with Philips Kitchen Appliances for a unique IP called Mothership – season one. It celebrates all facets of modern-day motherhood.
A 1-minute film from Mothership with Natasha Rastogi and Diksha Juneja. It captures the duo’s connection, sharing moments over Philips Airfried samosas and tea while honouring their professions. It’s got a wonderful twist in the end, as is expected with a TTT film.
#Mothership highlights the motherly instincts and support systems, spanning professional and personal lives. It beautifully triggers joy, love, and care, illuminating the multifaceted relationship between all types of mothers and daughters.
TTT founder Anuj Gosalia commented, “For a women-first community like TTT, Mothership sits so beautifully. It’s a celebration of the relationship we share with mothers, irrespective of age or background. We couldn’t have thought of a better partner than Philips Kitchen Appliances in endorsing this property, signifying the commencement of a remarkable era of storytelling alongside Philips home appliances”.
Philips Domestic Appliances India Ltd marketing head Pooja Baid said, “Cooking has long been synonymous with mothers in popular media and society in general. However, this portrayal so far has been inclined more towards being shown as a duty, and not something that mothers enjoy or feel empowered to do. We are excited to have partnered with Terribly Tiny Tales to create a multimedia and multi-channel campaign #Mothership that shows how empowered mothers can in turn empower their children by imparting the life skill of cooking. Above all, #Mothership depicts that food and cooking is a beautiful love language between a mother and her children”.
Join TTT & Philips Kitchen Appliances in celebrating this unique bond on Mother’s Day with #Mothership. Stay tuned for a memorable journey reminding us of the incredible motherly bonds.
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.
