Ad Campaigns
Alia Bhatt plays a pivotal role in shaping the future direction of SuperBottoms: Pallavi Utagi
Mumbai: SuperBottoms has launched its new campaign, ‘It Feels Right’ starring their investor and brand ambassador, Alia Bhatt. This campaign is a heartfelt celebration of the comfort, quality, and eco-friendly values that define SuperBottoms’ product line.
Indiantelevision.com caught up with SuperBottoms founder & CEO Pallavi Utagi where she gave more interesting insights on the creation of this campaign.
Edited excerpts
How did the collaboration with Alia Bhatt come about, and what do you think she brings to the campaign?
Alia Bhatt’s collaboration with SuperBottoms began when she joined as an investor last year, showcasing her belief in the brand’s vision for sustainable, baby-friendly products. Her involvement extended beyond investment when she became an integral part of the #ItFeelsRight campaign. Alia’s commitment to eco-conscious living and her influence as a leading public figure helped amplify the message that choosing sustainable baby products isn’t just a smart choice but one that aligns with values of care and responsibility. She brought a unique blend of authenticity and star power, which resonated with parents across the country.
In what ways do you believe the campaign will impact the perception of cloth diapers compared to disposable ones?
The #ItFeelsRight campaign is designed to reshape how mothers perceive cloth diapers by highlighting the key benefits that matter most to parents. UNO Cloth Diapers, made from organic cotton, offer a level of care that stands out from disposable diapers. Organic cotton ensures the diapers are gentle on babies’ skin, free from harmful chemicals, and ideal for those with sensitive skin, unlike disposables, which can cause irritation.
With superior absorption power, UNO Cloth Diapers keep babies comfortable for longer, reducing the need for frequent changes. Financially, they are a game-changer, costing just Rs 2 per use compared to Rs 10 for disposables, making them a more economical and sustainable option over time. As mothers always seek the best care for their babies, UNO Cloth Diapers provide both comfort and affordability, all while aligning with the growing demand for eco-friendly, natural baby care products.
How do you ensure that its products are both eco-friendly and high-quality?
SuperBottoms ensures that its products are both eco-friendly and high-quality through a combination of sustainable material sourcing, rigorous testing, and continuous innovation. The core materials used, such as organic cotton in the UNO Cloth Diapers, are not only gentle on the environment but also on babies’ sensitive skin. The brand avoids the use of harmful chemicals, focusing on non-toxic dyes and natural fibres, which makes the products safe for both babies and the planet. To maintain high standards, SuperBottoms conducts thorough testing to ensure durability, absorption power, and comfort. The products are designed to meet the everyday needs of parents while being mindful of environmental impact. By creating reusable cloth diapers and other eco-friendly baby products, SuperBottoms reduces waste associated with disposable options, ensuring a sustainable approach without compromising on the quality and care that parents expect for their little ones.
Any challenges you overcame while developing this campaign and how you overcame them?
One of the key challenges we faced while developing this campaign was finding the right balance between emphasizing the benefits of cloth diapers and maintaining mass appeal. We needed to ensure that the campaign’s message around the health benefits for babies and the affordability of UNO Cloth Diapers resonated with a broad audience, many of whom may be unfamiliar with or hesitant about switching from disposable diapers.
We overcame this by focusing on what matters most to parents—comfort, skin-friendliness, and cost savings. By emphasizing that UNO Cloth Diapers are made from organic cotton, have great absorption power, and are significantly more affordable—just Rs. 2 per use compared to Rs. 10 for disposables—we showed parents that these cloth diapers are a high-quality, budget-friendly choice for their babies. The involvement of Alia Bhatt as our investor & brand ambassador also helped build trust and draw attention to the campaign.
How do you envision the role of brand ambassadors like Alia Bhatt in shaping the future direction of SuperBottoms?
Alia Bhatt plays a pivotal role in shaping the future direction of SuperBottoms by amplifying the brand’s core message of sustainability and baby-friendly care to a wider audience. Alia’s credibility, both as an eco-conscious individual and as a respected public figure, helps bridge the gap between niche, eco-friendly products and mainstream consumers. Her involvement not only reinforces the brand’s values but also brings significant attention to the growing need for sustainable parenting solutions.
By associating with a figure like Alia, SuperBottoms can continue to position itself as a leader in eco-conscious baby care, inspiring more parents to make thoughtful, sustainable choices. Her influence will likely help shape future campaigns, collaborations, and product innovations that further align with SuperBottoms’ commitment to quality, sustainability, and conscious parenting.
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.
