Ad Campaigns
Freeze Your Eggs, Secure your Family: EPIA’s campaign breaks the ice on mothering!
Mumbai: As Mother’s Day approaches, EPIA, India’s pioneering company dedicated to empowering women’s reproductive health through affordable egg-freezing services, is proud to unveil its groundbreaking campaign “Every Mom Deserves a Choice.” In a world where societal pressures often dictate timelines for starting a family, EPIA’s new campaign seeks to revolutionize the narrative and champion the idea that every woman deserves the choice to become a mother on her terms without compromising her independence or personal ambitions through the revolutionary concept of egg-freezing.
The primary goal of the campaign is to raise awareness about egg freezing as a viable option for women to preserve their fertility and exercise control over their reproductive futures. By leveraging the power of social media, EPIA aims to reach women of all ages and backgrounds, sparking conversations and dispelling myths surrounding fertility preservation.
Utilising the dynamic platform of social media, EPIA showcases the diverse journeys of women who have embraced egg freezing as a means to preserve their fertility and achieve their dreams of motherhood on their own terms. The campaign’s tagline, “Every Mom Deserves a Choice,” encapsulates the essence of this empowering movement, recognising that every woman should have the freedom to decide when and how she embarks on her path to motherhood.
The first graphic in the campaign’s carousel post features a young woman grappling with societal pressure to start a family at the tender age of 21, sacrificing her independence. EPIA’s campaign highlights how egg freezing can be a viable option for her, allowing her to preserve her eggs and embrace motherhood when she is truly ready. On the other hand, the campaign’s second graphic portrays a woman in her early 30s who got recently married and is facing familial expectations to have children. As she wishes to enjoy her marital life first, egg freezing is presented as the ideal solution that would enable her to delay starting a family while safeguarding her ability to conceive in the future.
Moreover, the third and final graphic showcases a 40-year-old woman proudly flaunting her baby bump and sharing her journey of becoming a mother at her age. This powerful image celebrates egg freezing as the key that helped her fulfil her dream of motherhood later in life.
Sharing her views on the launch, EPIA director Sakshi Bakshi said, “As we celebrate Mother’s Day, it’s imperative to recognise that the journey to motherhood is as diverse as the women who embark upon it. Through our campaign, we aim to empower women far and wide with the knowledge and resources to make informed choices about their fertility, regardless of age or circumstance. Every woman deserves the freedom to embrace motherhood when the time is right for her, and egg freezing represents a powerful tool in realising that vision.”
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.
