Ad Campaigns
PowerMax & aastey partner for #BringComfortHome campaign
Mumbai: This Mother’s Day, the country’s premium fitness equipment Brand, PowerMax, and India’s first sustainable Athleisure brand for all body types, aastey, are joining hands to launch the #BringComfortHome campaign. This initiative aims to empower mothers by highlighting the importance of self-care and creating a haven for well-being within their own homes.
The campaign emphasises how prioritizing self-care allows mothers to better care for themselves and their loved ones. Through eye-catching promotional materials, the campaign showcases the perfect combination of PowerMax’s top-tier fitness equipment and aastey’s comfortable and inclusive activewear. The campaign encourages mothers to: Carve out “me-time”, invest in their well-being with the help of Powermax, and Embrace comfortable, flattering activewear with aastey.
“Mothers are the foundation of our families,” said PowerMax MD Sanjay Goyal. “They constantly put the needs of others before their own. This Mother’s Day, we want to celebrate them by encouraging them to prioritize their physical and mental health. The #BringHomeComfort campaign inspires them to embrace an active lifestyle and create a space for self-care at home.”
aastey co-founder and CEO Jeevika Tyagi emphasized, “We’re thrilled to partner with PowerMax. Together, we can empower mothers to embrace an active lifestyle that prioritizes their well-being and ignites their inner strength.”
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.
