Ad Campaigns
Tata Tea Chakra Gold takes Jaago Re (Meluku) campaign to Andhra Pradesh women
MUMBAI: For the first time, a Jaago Re (Meluku) campaign developed specifically for the women of Andhra Pradesh has been launched by Tata Tea’s premium brand in the region, Chakra Gold. The new TVC, created by MullenLowe Lintas, endeavours to awaken the strength of Andhra Pradesh's women towards self-empowerment while battling debilitating patriarchy and discriminatory societal norms.
Commenting on this campaign, TATA Global Beverages marketing head Puneet Das said, “TATA Tea Chakra Gold, known for its long lasting taste, is one of the most premium brands in the Tata Tea portfolio. For our latest campaign, we wanted to address the hopes and aspirations of the women in AP & Telangana. We had in-depth conversations with them where they expressed their deep desire to be free from oppressive societal ‘restrictions’ imposed on them. Hence, the aim was to bring alive these emotions of the women in this region.”
He added, “Our new TVC campaign shows TATA Tea Chakra Gold as a preferred choice for women who always leave a lasting mark on everything they do. This is in line with TATA Tea Jaago Re campaigns that have always been ahead of the curve when it comes to addressing deep rooted societal issues and ‘awakening’ consumers to such issues. In its first regional appearance in the southern part of India, the TVC aspires to make a strong statement in true Meluku style, and we hope it will resonate with our audience and inspire them towards self-empowerment.”
MullenLowe Lintas group CCO and chairman Amer Jaleel said, “Tata Tea Chakra Gold has always championed the South Indian woman in its advertising over the years. The shift is now to champion her strong views and actions, by which she awakens a societal and cultural change. That is why, for the first time, we have introduced the stirring emotions of Jaago Re to the Telugu-speaking audience.”
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.
