Ad Campaigns
Galaxy teams up with actor Shruti Haasan for its new campaign
Mumbai: Chocolate brand Galaxy from the portfolio of Mars Wrigley has launched its new campaign starring actor and playback singer, Shruti Haasan.
With the new brand proposition, ‘Chocolate so smooth, pleasure lasts’, the brand has tried to innovate and localise for Indian consumers using the Galaxy global signature recipe.
The new ad film urges the audience to pursue their passion and choose pleasure for themselves. In the ad film, the actor is feeling swamped and exhausted with work, when she chooses to take a break and picks up Galaxy chocolate from her table. It is when Haasan eats a piece of chocolate that she experiences a shift in her mood. Feeling enthused she reaches for her drum sticks and begins to play. It is at this moment that her surroundings change, and her energy and mood reflect in the room through wonderful color trails and ripples depicted in the film. The film ends with the voice-over that says, ‘Chocolate so smooth, pleasure lasts’.
The film has been released in seven languages including Hindi, Tamil, Telugu, Malayalam, Kannada, Marathi & English.
“We are delighted to embark on the journey of launching a made in India portfolio with the global signature recipe giving an elevated chocolate experience to consumers in India. And Shruti Haasan seamlessly reflects the brand persona,” Mars Wrigley India director-marketing Varun Kandhari said. “For over 60 years, Galaxy has helped consumers enjoy an unmatched consumption experience that helps them escape the monotony of daily life and this is depicted in the film.”
Sharing her experience on the association, Shruti Haasan said “We often get so occupied with our daily tasks and deadlines that we forget the things that make us truly happy. For me, music has always been an important part of my life – it makes me more confident and content. The new campaign brings together my love for chocolates and music, and I love the way it has been portrayed.”
On the campaign, AMV BBDO, said, “In a fast-paced world where pleasure is often an afterthought or a frowned upon indulgence, this spot, under the masterful eye of Bharat Sikka, seeks to reconnect with it while holding Galaxy center stage.”
The new campaign comes further to the announcement of the first local production unit for Galaxy in Pune.
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.
