Ad Campaigns
Tilda stirs hearts at Delhi airport with ‘Feel Home’ campaign for Indians flying abroad
MUMBAI: Tilda has cooked up a clever campaign to win over hearts — and carry-ons. Titled ‘Feel Home with Tilda’, the emotion-led activation targets Indian travellers at one of their most vulnerable moments: departure.
Now live at New Delhi International Airport’s departure terminal, the campaign greets outbound travellers with large-format billboards just as they brace for their goodbyes. It’s not just a farewell, it’s a warm reminder that home can travel with you.
Rooted in insight and soaked in sentiment, the campaign taps into the emotional weight food carries for Indians abroad. With rice often serving as the ultimate comfort cue, Tilda positions itself as more than just a kitchen staple, it’s a piece of home, always waiting on the other side of immigration.
According to Ebro India, managing director, Graham Carter said, “Indians have always associated rice with tradition, care, and family. With the ‘Feel Home with Tilda’ campaign, we wanted to capture those small yet significant rituals that accompany every Indian goodbye — from tilak to kheer — where rice quietly says the things that words can’t. Tilda is proud to be a companion to the Indian diaspora, helping them feel rooted at home even when they’re thousands of miles away.”
Also, Ebro India, head of marketing, Puneet Kapoor said, “As a brand rooted in Indian soil and celebrated worldwide, we saw a beautiful opportunity to connect with NRIs right as they step out into a new world. Even when we leave India, we carry our culture with us through the festivals we celebrate, the rituals we follow, and the food we share. And rice, especially, remains at the heart of every Indian celebration, binding generations across borders. This is our way of saying, no matter how far you’ve gone or how long you’ve been away, that feeling of home travels with you. And in that sense, Tilda becomes more than just rice; it’s a slice of home, served with love.”
Speaking about the campaign, StoryBoats CEO Antony Rajkumar said, “This campaign is for every Indian who packs more than just clothes, who carries memories, spices, photos, and emotions. At the heart of this campaign is a simple but powerful insight: when you’re away from home, it’s the little things you end up missing the most. And sometimes, those little things come in a Tilda pack. That’s what Tilda is, a quiet, comforting reminder, wherever you land, a taste of home will always find you.”
The campaign is being amplified across digital and social channels, reaching both outbound travellers and settled NRIs. Backed by performance marketing and community outreach, Tilda is looking to build long-term brand stickiness among globally mobile Indians who crave both authenticity and connection.
So the next time you’re wheeling your bag past Gate 14, and you spot a familiar blue Tilda pack staring back at you, know this: you may be leaving home, but home isn’t leaving you.
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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.
