Ad Campaigns
BBDO India announces new campaign for Milkbasket
Mumbai: Milkbasket has rolled out a new campaign in partnership with BBDO India. The campaign spreads the message that no matter what life throws your way, one thing is for certain: there’s always a way to save the day. Through six short videos, BBDO India captures and brings to life a number of everyday life scenarios we can all truly relate to, from weight gain to unexpected invited guests to the unfortunate consequences of a night out—sure to make anyone smile.
Speaking about the association, Milksbasket co-founder Yatish said, “Milkbasket, as a brand, represents reliability and convenience. We always strive to live up to our promise of an assured delivery of daily essentials by 7 a.m. every morning, come what may. Our customers frequently express how much Milkbasket has simplified their home management. That’s why we wanted to develop a fresh new campaign that honoured how our customers feel about us and how much we care about them and their daily lives. I wanted a refreshing take on our everyday life scenarios—something that is crisp, short, witty, and memorable. I am glad about the work put in by our brand team and BBDO on this campaign. I believe this campaign would leave behind millions of smiles.”
Adding to it, BBDO chief growth officer and general manager Nikhil Mahajan says, “Milkbasket has a very unique offering, solving a problem that probably every household faces. That, combined with our age-old tradition of having essentials bought or delivered early in the morning, makes for a great positioning platform that’s high on both relevance and relatability. As we scale up the service across multiple cities, the task of hyper-localising the brand and finding cultural roots in the everyday behaviour of our TG is the key opportunity and objective that we are going after. We are working very closely with the team at Milkbasket to create a national power brand that is truly regional in its behaviour. It’s been a super exciting journey, and I’m looking forward to the results this campaign brings to the business.”
Talking about the creative thought, BBDO Delhi chief commercial officer Krishna Mani said, “This insight of making mornings good came from the personal experiences of the team working on the brand. Everyone in the team is a frequent user of the Milkbasket app, and they swear by it. The feeling of waking up and finding your Milkbasket packet at your door, complete with everything you need for the day, just makes mornings that much better. Good morning should really be said because it’s a good morning!”
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.
