MAM
Amazon Ads rolls out AI tools in India, marks 10-year milestone
New tools and platform aim to simplify full-funnel advertising for brands
MUMBAI: Amazon Ads has marked a decade in India by sharpening its focus on smarter, simpler advertising, unveiling a suite of AI-led tools and a streamlined campaign experience at its first flagship event, Connected Worlds.
Bringing together advertisers, agencies and partners, the event spotlighted how ad tech, content and commerce are increasingly converging to shape a seamless, full-funnel marketing journey.
At the heart of the announcements were two new AI tools designed to take the heavy lifting out of advertising. Creative Agent acts as a virtual creative partner, helping brands build campaign ideas, storyboards and ads using natural language prompts. From product research to polished video and display ads, the tool promises to cut down production time to hours, without additional costs.
Alongside it, Ads Agent offers an AI-powered assistant to manage complex advertising tasks, from planning to optimisation. Currently available within Amazon Marketing Cloud, it is expected to roll out to Campaign Manager later this year.
Amazon Ads also introduced a unified campaign manager, bringing together Amazon DSP and its advertising console into a single platform. The move aims to simplify campaign execution, offering a centralised view of performance metrics and cross-channel insights, all in one place.
Streaming, too, took centre stage. With platforms such as Amazon Prime Video and Amazon MX Player, the company is blending premium content with commerce-driven formats. New ad experiences including interactive ads, pause ads and shoppable formats are designed to turn passive viewing into active engagement, nudging users from discovery to purchase.
Creator-led storytelling is another key focus. A new creator programme connects brands with a network of over 500,000 creators, enabling campaigns that span social media, live commerce and influencer-led content, all with measurable outcomes.
The company also highlighted the growing role of Amazon Now in closing the loop between discovery and delivery. With quick commerce gaining pace, the platform allows brands to tap into high-intent moments, linking advertising directly to near-instant fulfilment. The service is set to expand beyond Bengaluru, Delhi-NCR and Mumbai to more cities through 2026.
Reflecting on the milestone, Amazon Ads India head and vice president Girish Prabhu, said the company’s focus has evolved alongside the market. As expectations from both brands and consumers grow, he noted, the aim is to help advertisers connect with the right audience at the right moment across the entire purchase journey.
A decade in, Amazon Ads appears to be betting big on intelligence and integration, where creativity meets data and every click has a clearer path to conversion.
MAM
Coca-cola launches ‘Har Meal Aaaah’ campaign with Mamitha Baiju
Hyperlocal film turns parotta into ‘Parotaaaaaah’ to celebrate meal moments
MUMBAI: One sip, one sound and suddenly, every meal gets its moment. Coca-cola has unveiled its latest campaign, ‘Har Meal Aaaah’, aiming to turn everyday dining into something a little more memorable and a lot more refreshing. Fronted by Mamitha Baiju, the campaign leans into Coca-cola’s iconic “Aaaah” mnemonic that unmistakable expression after the first sip reimagining it as a cultural thread that ties together food, flavour and feeling across regions. The film, rooted in Tamil Nadu’s culinary culture, spotlights the beloved parotta, playfully stretching it into “Parotaaaaaah” to capture the joy of the perfect pairing.
Conceptualised by Ogilvy and extended regionally by Studio X, the campaign blends local insight with global brand cues. It reflects Coca-cola’s ongoing strategy of embedding itself into everyday rituals, this time, not through grand occasions, but through the quiet, familiar moments around food.
The idea is simple but sharply executed: position Coca-cola not as an add-on, but as an essential companion to meals. By tapping into hyperlocal food habits while retaining a universally recognisable brand cue, the campaign aims to deepen emotional recall across diverse audiences.
Early traction suggests the approach is resonating. The campaign has already sparked organic engagement online, with memes and user reactions amplifying its reach proof that sometimes, the smallest ideas travel the furthest.
At a time when brands are competing for attention in increasingly fragmented markets, ‘Har Meal Aaaah’ takes a different route zooming in rather than out. Because in the end, Coca-Cola’s bet is clear: if you can own the moment after the first sip, you can own the meal.
