Ad Campaigns
Archies Ltd launches digital campaign #MomNeverAsks
Mumbai: Archies Ltd, renowned in the social expression industry, unveils its latest digital campaign, #MomNeverAsks, dedicated to celebrating the selflessness and unconditional love of mothers this Mother’s Day.
The #MomNeverAsks campaign delves into the timeless truth that mothers seldom ask for anything, yet their love and sacrifices shape our lives in profound ways. Through this poignant campaign film released across its digital platforms, Archies encapsulates the essence of motherhood, portraying it as a tireless journey of love, nurturing, and unspoken sacrifices.
In the heart-warming digital campaign, Archies portrays a heartfelt conversation between a mother and her daughter, emphasizing the importance of personal gestures and heartfelt tokens of appreciation. The daughter expresses her longing to express love for her mother beyond virtual wishes, highlighting the significance of tangible expressions of affection. Through this narrative, the campaign not only celebrates the pivotal role of mothers but also underscores the importance of recognising and cherishing their efforts and dedication.
Archies Ltd executive director Varun Moolchandani expressed, “While every day is an opportunity to celebrate love, Mother’s Day holds a special significance in our hearts. At Archies, we have always endeavoured to celebrate emotions through our merchandise, and now through our digital campaigns. With #MomNeverAsks, we aim to extend our heartfelt gratitude to the mothers who shape our lives with their unwavering love and devotion. Mother’s Day, for us, is not just a celebration; it’s a tribute to the pillars of strength in our lives, and Archies is honored to lead the way in expressing this gratitude.”
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.
