MAM
Anushka Sharma features in Rajnigandha Pearls’ latest TVC
Mumbai: Rajnigandha Pearls, a DS Group brand has launched its new TV ad campaign featuring its brand ambassador and Bollywood star Anushka Sharma. The film has been directed by Prashant Madan and produced by Show and Tell Productions Pvt Ltd.
The campaign, conceptualised and created by Law & Kenneth Saatchi & Saatchi, showcases how a small act, even done anonymously, can bring a smile on somebody’s face, taking forward the thought ‘achchai ki ek alag chamak hoti ha.’ The distinct execution shows the impact of small acts of goodness in day-to-day lives and portrays the actor in a real-life scenario performing a selfless act that makes someone less privileged comfortable.
“The brand story of Rajnigandha Pearls is built on the premise of ‘Goodness that shines’ or ‘achahai ki ek alag chamak hoti hai,’ which articulates the goodness of great-tasting product coated with shining silver,” stated DS Confectionery Products Pvt Ltd general manager of marketing Arvind Kumar. “The new campaign weaves a story on the brand’s philosophy reinforcing the message and depicting selfless goodness that shines through the smallest of acts of kindness to spread joy around.”
The film ends with Anushka recalling her grandmother’s definition of real goodness – ‘achchai ek haath se karo to doosre haath ko pata bhi na chale.’ The campaign invokes people not to wait for great opportunities to do good, but to actually seize the moment for small acts of kindness that brings joy and happiness to someone’s life.
This new integrated 360-degree campaign is being launched on various media vehicles, using different touchpoints in the consumer ecosystem.
MAM
Ad:tech honours 2026: Full list of winners announced
Expanded awards spotlight winners across 22 categories as industry doubles down on intelligent automation
NEW DELHI: Marketing’s tech elite took the spotlight as the ad:tech honours 2026 returned with a sharper focus on AI, data and immersive media, signalling how deeply technology now underpins brand strategy. Held at Yashobhoomi on March 17, the second edition drew industry leaders to celebrate innovation that is reshaping engagement and performance.
Presented with the International Advertising Association India chapter and new partner Huella, the awards expanded from 8 to 22 categories, tracking the rapid convergence of creativity, automation and analytics.
The winners’ list reads like a snapshot of marketing’s future. In affiliate and partner marketing, Lyxel & Flamingo – Boat and Paytm Ads – Giva took silver. Mobavenue Media Private Limited struck gold in AI-driven dynamic creative optimisation, alongside a silver for Laqshya Media Limited.
Creative AI collaboration saw Rediffusion Brand Solutions Private Limited win gold, with Saltinc Consulting Private Limited securing silver. Laqshya Media Limited continued its strong run, taking gold in AI conversation agents and adding multiple wins across categories, including silver in GenAI-led creative and both gold and silver in interactive DOOH campaigns for Tanishq and Tata Coffee.
Predictive AI honours went to Strong Metrics and Tyroo, both silver, while Orient Bell Limited picked up silver in immersive retail tech. In GenAI-led creative, Laqshya Media Limited, Salt – Kotak and Sumimoto each secured silver, reflecting the crowded race in generative creativity.
Publicis bagged silver in influencer management and gold in performance marketing, where it shared the stage with Arm Worldwide and The Trade Desk, both silver. Glad U Came Private Limited stood out with gold in influencer measurement and analytics.
Marketing automation saw CereOne Media Pvt. Ltd. and Globale Media win silver, while ADMOTT Private Limited claimed silver in OTT innovation.
Programmatic media categories highlighted the shift to advanced targeting and connected screens. Mobavenue Media Private Limited clinched gold in connected TV advertising, with Animmoov Digital Media Pvt Ltd – Asus and Lyxel and Flamingo taking silver. Cheggout Services Private Limited won silver in retail media advertising, while Paytm Ads – Versuni secured gold.
On social platforms, Vayner Media India took gold in community and UGC engagement, with Under 25 – Oppo winning silver. Segumento rounded off the list with silver in the innovation category.
Jaswant Singh, country managing director at ad:tech India, underscored the momentum, saying generative AI and data-driven decision-making are now central to marketing impact. Neena Dasgupta, IAA mancom member and chief executive and founder at The Salt Inc Consulting, added that the awards celebrate not just technology, but “the people, the creativity, and the relentless effort behind it.”
Backed by Comexposium Group, ad:tech New Delhi has long tracked digital disruption. Now, with the honours, it is rewarding those who are not just adapting to change but engineering it.
In an industry racing towards automation, the message from 2026 is unmistakable. The future of marketing will be written not just in ideas, but in algorithms.
