Ad Campaigns
Alpino launches #KhaaneWaaleOats campaign
Mumbai: Alpino, a health-focused brand, has launched its #KhaaneWaaleOats campaign featuring Shilpa Shetty, promoting their protein-packed super oats as a tastier alternative to traditional powdered oats.
The campaign humorously highlights the contrast between Alpino’s rich, chocolate-flavored oats and the often bland powdered oats that have dominated the market for years. The ad, set around the theme of ‘Choona Laga,’ hilariously portrays powdered oats as a scam in terms of both texture and taste. Alpino challenges the long-held notion that healthy breakfasts have to be bland and unappetising, positioning its new chocolate super oats as the perfect alternative for those tired of the mundane options currently available.
We see the contrast when Shilpa Shetty humorously carries around a bowl of powdered oats, only to demonstrate how these oats are better suited for everything but eating. The message? “Powdered Oats se Choona Mat Lagao.” The ad showcases Shilpa in an avatar like never before – playful, witty, and fully committed to the cause of introducing a healthful alternative.
“Before we launched Alpino Super Oats, the market was filled with the same bland, powdery oats offered in different packaging. They weren’t enjoyable, and consumers had no real options for a tasty, nutritious breakfast,” said Alpino CMO Hiren Sheta. “Our campaign, ‘Powdered Oats se Choona Mat Lagao,’ was born from this insight. We aim to bring fun to healthy eating, and our Chocolate Super Oats do just that by offering a flavorful, protein-packed breakfast solution.”
Shilpa Shetty, a partner and fan of the brand, joins the campaign to encourage a shift in breakfast habits. The campaign humorously addresses the perception that healthy food lacks flavor. Made from 100 per cent real rolled oats, Alpino Chocolate Oats offers 22g of protein per serving without preservatives or additives. The goal is to show that healthy breakfasts can be both tasty and easy to prepare, balancing nutrition and flavor.
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.
