Ad Campaigns
Bajaj Almond Drops busts age-old myth about oiling
MUMBAI: Young women these days avoid the act of oiling their hair due to the hassles associated with it. However, this leads to hair problems in the future.
To address the topic, Bajaj Almond Drops has launched a new campaign to bust the age-old myth that oiling is a messy affair.
Titled ‘Load Mat Lo’, the campaign will have a 360-degree approach featuring Parineeti Chopra as the brand ambassador for the product.
Commenting on the thought process behind this campaign, Bajaj Corp president S&M Sandeep Verma says, “These days, young women shirk at the idea of oiling their hair. The core reason for this is the sticky and heavy feeling on the head. It feels like there is a ‘load’ on their head. However, with Bajaj Almond Drops hair oil they don’t need to worry about chip-chip and greasy hair.”
The brand is excited about this campaign with Parineeti because her transformation into a leaner yet stronger physique is a strong testimonial to the same belief. Also, Parineeti’s personality as an energetic, high performance actress resonates truly well with the brand’s values of confidence and superior performance when it comes to hair care.
Besides traditional media like TV and print, the brand has also engaged with consumers via digital activities and has planned for outdoor advertising in key markets. Bajaj Almond Drops has gained thousands of followers on its social media assets. The brand has conducted various innovative contests along with attractive prizes. Bajaj Almond Drops campaign trended on Twitter with the hashtag #LoadMatLo.
The campaign generated 12 million impressions and reached more than three million people. It has increased the overall business potential and brand recognition of Bajaj Corp.
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.
