Ad Campaigns
McDonald’s India launches new TV campaign for festive season
Mumbai: McDonald’s India (West and South) has kick-started this festive season by launching a new film under the campaign titled “Festivals Make Families.” The new heartwarming digital-forward brand film captures the festive celebrations of a family with various moments that bring them all together.
This slice-of-life film was released on YouTube and other social platforms in Hindi, Tamil, Telugu, and Kannada.
Shot in a single take, the film showcases a young member of the family (the protagonist) who records various moments of fun, excitement, and rib-tickling chaos in the house during the celebration. The protagonist is seen narrating the level of enthusiasm among each member of the family, young and old alike. From greeting guests to providing finishing touches to decorations, from the choice of flowers to dance moves to the same old music, from attires to cracking the same old jokes, nothing has changed, yet the enthusiasm is always at its peak. However, festivals are the only time when families come together and enjoy special moments over a McDonald’s meal that are cherished. It is one of those special moments that makes the protagonist realise the importance and beauty of festivals.
Overall, the film highlights that the essence and the memories of festive celebrations never fade away, even if they appear the same every year.
Speaking of the campaign, McDonald’s director – marketing and communications Arvind R.P said, “Festivals and McDonald’s have one thing in common, they bring families together to celebrate joyous occasions. Through this brand film, we intend to capture how McDonald’s Meals play a pivotal role in making family times memorable. We at McDonald’s India constantly work on strengthening the meal proposition for our customers, especially families, so they can relish their favourites and make McDonald’s an integral part of every celebration. We believe this campaign strikes the perfect chord with families and strengthens their trust and love towards our brand.”
Talking about the creative side, DDB Mudra creative head – West Pallavi Chakravarti said, “What makes festivals the most eagerly awaited events ever? If you’ve seen one, haven’t you seen them all? Then what gives? McDonald’s set out to explore this train of thought in a festive campaign that is an ode to families across the country – or the world, for that matter.”
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.
