Ad Campaigns
Asian Paints celebrates Mother’s Day
Mumbai: In a day flooded with emotional tributes, Asian Paints’ campaign stands out by infusing fun and quirkiness into celebrating motherhood. The brand has launched a series of three digital films for Mother’s Day, aimed at taking millennials and younger millennials on a nostalgic trip. The films highlight the sweet realisation of how we are slowly but surely turning into our mothers with a playful campaign, #JustLikeMoms.
Just like every mother has the innate ability to transform homes into a sanctuary with her love, laughter and warmth, Asian Paints vibrantly transforms homes with their diverse offerings.
Conceptualised by FCB Kinnect, each digital film captures mothers’ value through playful narratives, focusing on familiar dialogues and gestures that resonate across generations. From the infamous “Yeh toh ghar pe bhi banjayega” (We can easily make this at home) to the classic eye rolls accompanied by “Kids these days,” these films explore how we are gradually adopting our mothers’ mannerisms.
The films seamlessly incorporate Asian Paints’ key brands including Royale Play textures, Sabyasachi for Nilaya furnishings, and ezyCR8 DIY range. While these flagship products play a significant role in the narrative, they are tastefully integrated without overshadowing the emotional core of the stories.
Speaking on the campaign, FCB Kinnect senior creative director Madhura Haldipur said, “The #JustLikeMoms campaign for Mother’s Day by Asian Paints is all about celebrating the timeless bond between mothers and children in a lighthearted and relatable manner. We wanted to evoke a sense of nostalgia and warmth while showcasing Asian Paints’ products seamlessly integrated into everyday life.” She added, “While digital-first campaigns are still relatively new territory for many brands and agencies, Asian Paints and FCB Kinnect have successfully cracked the code with these modern-day Mother’s Day films.”
Watch Asian Paints digital films for Mother’s Day, #JustLikeMoms below:
Link 1 – Nilaya By Asian Paints | Impeccable taste in home decor #JustLikeMoms:
Link 2 – Asian Paints ezyCR8 | Make transformation easy, #JustLikeMoms:
Link 3 – Asian Paints Royale Play | #JustLikeMoms who create magic at home:
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.
