Ad Campaigns
Bakingo bakes up brownie points for ‘The Real OGs’ this Father’s Day
MUMBAI: Forget socks and soggy sentiment—this Father’s Day, Bakingo is going straight for the heart (and the sweet tooth) with its cheeky new campaign, ‘The Real OG’.
A tribute to the unsung superheroes who fix, fund, and forgive in equal measure, the collection serves up fatherhood in every flavour—strong, sweet, slightly nutty, and always unforgettable.
Top of the treat list is the Choco Raspberry Cake, a rich-meets-zingy creation that’s moody in the best way. For tropical types, the Mango Passion Fruit Bento Cake brings full sunshine energy. The brand’s big “aww” moment comes in a limited-edition brownie box spelling out “I Love U DAD”—nine gooey squares that say what words can’t. Also in the spotlight: cake popsicles in mango and hazelnut for the dad who deserves dessert with a wink.
The rest of Bakingo’s line-up is no less tempting—think jarcakes, tres leches, chocolate bombs and more, all prepped for same-day delivery.
“Our Father’s Day collection is a tribute to dads who may not always ask for recognition, but whose love, quirks, and quiet sacrifices deserve to be celebrated in the sweetest way possible,” said Bakingo co-founder Himanshu Chawla. “With this campaign, we wanted to go beyond clichés and honour the real, original moments of fatherhood, ones that often go unnoticed but never unfelt. From the classic dads to the cool, goofy, silent, and sentimental ones, this one’s for every version of Dad out there.”
So this Sunday, ditch the dad jokes and deliver dessert. Because being an OG isn’t about how old he is—it’s about how often he showed up, even when no one asked.
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.
