Ad Campaigns
Archies celebrates Mother’s Day with the relaunch of its emotional campaign Ad
Mumbai: Archies, a legacy brand in the social expression industry, has relaunched its Mother’s Day campaign. The campaign is intended to commemorate the essence of motherhood and the critical role that mothers play in their children’s lives. The brand’s advertising film has been reintroduced on its digital platforms, and it is a wonderful synthesis of feelings, wants, dreams, and respect. The film focuses on the emotions of a mother and her children, while emphasizing the value of showing a mother love through presents. The relaunched advertising campaign empathizes with mothers and children of all ages and highlights the idea of having similar feelings or emotions towards moms. Moreover, the campaign honors mothers’ unselfish love, care, and support for their children, making them the sole constant in their ever-changing lives.
Speaking about the relaunched campaign, Archies executive director Varun Moolchandani said, “Mother’s Day is a special occasion that gives us an opportunity to convey our affection and appreciation for our mothers. At Archies, we believe that mothers are next to God and the guiding force in every child’s life. Our campaign film is designed to showcase the emotions of a mother and her children and the importance of expressing love and affection in the form of presents. We hope that this campaign will touch the hearts of our customers and inspire them to celebrate Mother’s Day in a memorable way.”
Through the film, Archies emphasizes that parenting is a full-time job that deserves to be recognized and acknowledged by all. Also, it stresses a mother’s role and honors her contribution to her family and children. It depicts a mother and daughter talking about how a personal touch is necessary for the daughter to convey her love for her mother. Further, the girl expresses how she can’t wish her mother online but feels that it’s important to communicate her affection in a proper way. On the whole, the purpose of this campaign is to evoke a sense of love and gratitude in children for their mothers and encourage them to celebrate Mother’s Day in a special way.
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.
