Ad Campaigns
Actor Siddharth to endorse chocolate brand Luvit
MUMBAI: As they say it in South India, “Ushaar” meaning beware. The theme behind the new campaign of this chocolate brand tells you to beware if someone shares it with you. Luvit, a brand by Global Consumer Products, has appointed actor Siddharth as its brand ambassador.
The brand also recently launched its clutter-breaking commercial, which turns conventional logic of sharing on its head.
The brand will offer nine variants and 14 SKUs and is primarily targeted to youth aged from 15 – 30 years.
The TVC, which features Siddharth, shows various stories in which a person shares their Luvit chocolate with a hidden agenda. The advertising message is simple: the best way to enjoy a Luvit is alone. It is not just the right way but the only way. But at the same time, you can get urge to share it and ask yourself, “What’s in it for you?” because a chocolate this delicious is only given away to get something in return.
The music video stars Siddharth with Santhosh Narayanan’s music and is a fresh concept along with execution. The catchy tune and vibrant never-seen-before advertising is expected to strike a chord with the audience.
The TVC is combination of Tamil and English with a tagline “If someone shares, ushaar!” and that’s what captures the essence of the brand. The ad will be of 50 seconds, along with edits of 20 seconds.
Global Consumer Products EVP sales & marketing Anuradha Narasimhan said, “The objective of our communication package was to impactfully and effectively launch LuvIt Chocolates as a young, vibrant, indulgent brand targeting Indian youth. We didn’t want to focus on specific product attributes as much as drive home the message that LuvIt Chocolates are so delicious that they are Best Enjoyed Alone. We are delighted that we have Original-Chocolate Boy Siddharth as the face of our brand. It was great fun working on the branding codes and seeing them come alive across multiple media formats in a young, pop and connecting way. We broke away from many category codes and are delighted to have put out this insightful campaign which I am sure will resonate will everyone in our audience.”
Karishma Lintas EVP Kishore Subramanian added, “The biggest challenge for us on LuvIt was to find an insight space which gave the brand a unique identity which resonated with the youth. And the brand’s take on sharing actually being a matlabi act, gave us just that.”
The creative duo from Karishma Lintas – Shiv Parameswaran & Arjun Kumar said, “This was one of those campaigns where every creative person lent their unique flavour to “ushaar.” The choice of chocolate boy Siddharth was perfect to bring alive the brand’s youthful character. Then we brought on board the current youth icon Santosh Narayanan, who musically spun the world of “ushaar.” And finally Suresh Eriyat and co at Studio Eeksaurus gave the film life by creating this asterisk-filled world of Ushaar.”
The campaign will be supported on television, OOH, digital, on-ground malls and hangouts and radio. The target markets are South India and Tier-I cities being the primary focus in the launch stage.
“Even in static mediums, we’ve consciously adopted the vibrant colours of the packaging, as well as the visually striking device of the asterisk. This gives us the edge over the work currently seen in the category,” added Parameswaran.
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.
