Ad Campaigns
Ambi Pur’s new TVC gives solution to musty monsoon woes
MUMBAI: Ambi Pur’s smelly to smiley campaigns have always challenged and conquered the toughest and most pungent odours in a real-time set-up with live experiments.
While monsoons have always stood for happy, fun times, growing up brings us face-to-face with monsoon-related issues. Akin to the advertisement format that has become synonymous to Ambi Pur, the new TVC is a real-life experiment at a real consumer’s home, where a unique sensorial challenge is conducted.
After all, how often would you come across people with blind folds and pegs on their noses?
This interesting play on the senses reveals that a home, which may look immaculately clean, may, in reality, be perceived as unclean because it is doused with the damp monsoon odour. This TVC, conceptualised by Grey Group, features brand ambassador Boman Irani who presents a reality check in context to the damp, lingering odours that specially torment during monsoons.
The TVC positions the new and improved Ambi Pur, with odour-clear technology, as the perfect solution to restore freshness to your favorite season.
The recently released findings from a survey conducted by AC Nielsen, commissioned by Ambi Pur, unearthed the extent of suffering that these damp, musty odours impose on all of us. In fact, nine out of every 10 women (surveyed) felt that monsoons bring issues within the household such as drying clothes inside, that lead to a musty damp odour.
P&G Home Care India brand manager Nidhish Garg comments: “To drive awareness regarding the New & Improved Ambi Pur with patented odour-clear technology, we have launched the 3rd leg of the very popular Smelly to Smiley campaign. The brand stays with its ideology of putting the product to torture tests against relevant odour issues, and this time we take on the musty odour that all Indians face during monsoons.
The TVC captures live reaction of a consumer who experiences the monsoon odour when visiting a friend’s home that looks perfectly clean. The same consumer sees Ambi Pur in action and how it completely eliminates the monsoon odour as opposed to temporarily concealing it with a fragrance.
Irani adds, “Monsoon is my favourite season but we all know the challenges that come with it, right from drying clothes inside to the rigorous cleaning regime. The new TVC shows that the house that looks clean may not actually smell clean due to the overwhelming moisture-heavy air giving out a feeling of lack of hygiene.”
The new & improved Ambi Pur uses a distinct formulation that focuses on odour removal, not just on emitting the fragrance. P&G has created a trademarked ‘Odour-clear technology’, which has been brought to India in July.
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.
