Ad Campaigns
Rajnigandha video brings out importance of mothers
MUMBAI: Rajnigandha Silver Pearls has launched a new video titled “Acha hai #Maa Kehti Hai” paying tributes to all the loving and caring mothers on the occasion of International Mother’s Day.
Carrying forward the success of the #Maa Kehti Hai campaign of past, the new video with an emotional storyline will be released on Facebook followed by an audience engagement exercise across social media channels, where users will be invited to share their mother’s story and tell us about their greatest hero; ‘Your story begins with your mother’s story and that story is the greatest of them all!’
The campaign highlights the inherent goodness that resides in every mother and connects with the brand proposition “Achchai Ki Ek Alag Chamak Hoti Hai”.
This film is based on the insight that mothers are taken for granted and their advice & instructions are not always appreciated by the kids. This video shows how difficult it is to manage a day without your mother. The video opens to a couple of shots where children are cribbing about their mother. The next day morning, kids find a note from their mother informing that she won’t be home the entire day and then everyone from the father, who is trying to make breakfast for the kids to the children who are trying to get ready for the School start struggling & missing her; after initial delight of being able to do “their thing”.
The next shot showcases that the kids are back from school and are delighted that their mother is not around to stop them from watching TV. However, they soon get bored and switch it off. No one says a word but their facial expressions clearly portray, how much they miss their mother. The mother returns home in the evening and finds the house in a mess.
The younger daughter runs to the mom and hugs her tightly and says, “Aap kahan chale gaye thay?” The elder one also adds, “acha hai aap chali gayi thi, aaj humein pata chala ki Mom banna kitna mushkil hai.” The mom also gets teary eyed and kisses her children. The film ends with a warm family moment as they all cuddle up and the tagline -Kitna accha hai ki maa humare liye har pal maujood hai. Iss mother’s day, shukriya adaa kare uss mom ka. AcchaHai #MaaKehtiHai.
DS Group associate VP – marketing Rajeev Jain said, “The essence of Rajnigandha Pearls, is ‘Achchai’, the inner goodness, which is an integral part of the brand’s communication.”
“The video emphasizes not only on a mother’s importance and existence in our lives but also highlights her sacrificing and giving nature. The campaign is in sync with the brand’s proposition of Achchai ki ek alag chamak hoti hai,” he added.
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.
