Ad Campaigns
Foxtale brings Neena Gupta and Orry face-to-face in a glow-up that outshines filters and facades
MUMBAI: When an old-school icon and an internet sensation walk into a dressing room, you don’t get small talk—you get culture shock therapy. In a video that felt less like a campaign and more like a social experiment, Foxtale paired Neena Gupta with gen z’s hyper-charged mascot Orry, and the result was anything but filtered.
Foxtale launched the bold new visual on Instagram, tossing out the traditional beauty playbook in favour of candid chaos. The video opens in the greenroom of an upcoming shoot, where Orry greets Gupta with trademark over-the-top energy, while she sizes him up with quiet intrigue. Cue the sparks.
What follows is a delicious volley of life lessons, lingo confusions and cross-generational comedy gold. Gupta shares her glowing secrets—sunscreen and facials. Orry counters with his ride-or-die: Foxtale’s Super Glow Face Wash with papaya extracts. “I would choose this glow boost over facials any day”, he declares. Between ‘Don’t chase the bag’ and ‘Your glow is your story’, the two carve out something rare: a beauty ad that doesn’t preach but provokes.
Behind the laugh lines is Foxtale’s subtle product placement—smart, seamless and soaked in realness. The campaign plays to contrast not for comedy alone, but to highlight a bigger truth: that skincare and selfhood come in many shapes, decades and dialects.
“This idea was born from our desire to move the beauty conversation forward—not through preachiness, but through personality”, said Foxtale CSO Anindita Biswas. “Neena Ma’am and Orry stand for radically different versions of selfhood, and yet their connection proves how powerful honesty, humour, and a little chaos can be”.
With this campaign, Foxtale continues its streak of chucking the traditional in favour of the disruptive. It isn’t just pushing product; it’s pushing perspective. In an industry crowded with glass skin promises and perfection filters, this video dares to champion the imperfect, the intergenerational, and the intensely human.
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.
