Ad Campaigns
Shemaroo Entertainment’s guerrilla marketing ad lives up to its ‘masala entertainer’ positioning
MUMBAI: Ogilvy Mumbai makes the most of Society Tea’s brand new campaign and proves that it is indeed ‘masaledar’ even when it comes to its advertising strategies. Society Tea has launched a new campaign ‘Masala Nahi Toh Mazaa Nahi’, which revolves around every Indian’s love for cinema and chai.
With its latest masala tea TVC, Society Tea beautifully balances the emotions between our country’s two favourites — cinema and chai. And what better way to do it than the quintessential ‘Dadi Ma Ki Masala Chai’. The campaign is a 360-degree campaign with presence across digital, outdoor, print and television.
Riding on the strategy of this campaign, Shemaroo Entertainment tactically took over a Society Tea outdoor in Mumbai with a guerrilla campaign. The Shemaroo outdoor ad goes on to agree with Society Tea outdoor to say,‘Toh masala chai ke saath ek masala movie ho jaye?’.
Shemaroo being a multi-genre content provider brings alive the desi way of ‘unwind and chill’ for its viewers through their pure masala content. They promise to deliver masaledar joy to their viewers in whatever way they seek. Shemaroo claims to know the content that truly brings cheer and joy to Indians anywhere in the world. It brings entertainment – with a generous dose of Indian tadka.
While the Society Tea ad reveals the perfect recipe of Indian Cinema along with the recipe for the perfect masala chai, Shemaroo gives it a nod of agreement and invites audiences to watch Shemaroo’s Indian cinema content.
Shemaroo as a brand believes that nothing adds flavour to Indian entertainment like the masaledar movies filled with over the top action sequences, drama, dance numbers and quirky dialogues. Just the recipe for perfect masaledar Indian cinema with a cup of masala chai served on the side.
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.
