Ad Campaigns
Lilly Singh & Priyanka Chopra promote Pantene hair oil replacement
MUMBAI: The memory of our mothers chasing us to apply oil in our hair while we bounce around to escape it is a memory almost every Indian woman remembers. To solve this, Pantene has roped in YouTuber Lilly Singh and Priyanka Chopra.
To address the oiling issue, Pantene has launched a replacement for oil. With the power of nourishing oils and pro-vitamins, Pantene claims the new Oil Replacement makes hair 2X stronger than oil and oh-so smooth without the hassles associated with oiling. The product can be used on both damp and dry hair.
Priyanka Chopra explains, “Since childhood, Indian girls have been told to oil our hair to make it thicker, stronger and healthier. I do, but oiling has a lot of hassles! For me, the biggest turn off was definitely the ‘chip-chip’ (sticky) feeling.”
Priyanka TVC:
Pantene India ambassador, Lilly Singh says, “I was sceptical. I have long hair and have always heard everyone in my family talk about how important oiling is. Oiling my long hair was such a nightmare! Getting into old clothes, massaging it in for hours and then spend even more time rinsing it off! Priyanka recommended it to me and I tried the new Pantene Oil Replacement. I absolutely love this product! It has completely eliminated the long hours I would take to oil my hair. It takes me just three minutes to apply it to my hair.
Lilly Singh TVC:
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.
