Ad Campaigns
Madhur Sugar hits the sweet spot with #MadhurPal
MUMBAI: Madhur Pure & Hygienic Sugar has launched its new ad film to celebrate the pure joy of eating. The film showcases family as the root of all joy, sweetness, and bonding, where it can all come together over sharing even a simple cup of tea. The refined sugar brand campaign is characterised by a touch of fun, innocent banter and a deep abiding love. Launched with the tagline ‘Taaki Mithaas Khilti Rahe’, the brand, through the campaign, intends to identify, celebrate and share every sweet, relatable moment of their consumers' day-to-day life.
Every moment is a Madhur Sugar moment when your loved ones are around you, is the message the film carries forward. The campaign takes off with the launch of three films, each centred around cherishable micro-moments between a loving family.
The campaign comes together with a callout across the digital ecosystem, that gets users to share their own Madhur moments. It also has known personalities like Krystle D’Souza, Sanaya Irani and husband Mohit Sehgal sharing their #MadhurPal.
The company shared the strategy behind it being three fold – drive awareness via the films, build consideration associating with relevant influencers and eventually giving their users countless occasions to celebrate everyone's sweet tooth in the family with their refined sugar product.
Madhur Sugar president- marketing & OD Dr Satbir Sindhu said, “The TVC embraces the joy of family time spent together, especially after the harrowing days post the Coronavirus pandemic. Health and hygiene has become the primary focus, especially for the elderly and children. We endeavour to bring to Indians the joy of eating pure and hygienic sweets, cooked at home, in the warmth of family time.”
BC Web Wise Founder & MD Chaaya Baradhwaaj said, “This campaign captures everyday moments that become that much more joyful with the way these occasions play out. We’ve looked at experiences that not just the audience but all of us could easily connect to, with sugar being a core ingredient of not just the recipe but these joyful moments.”
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.
