Ad Campaigns
Bournvita surprises customers at the supermarket with #DontForgetYourself
MUMBAI: Cadbury Bournvita along with Ogilvy & Mather has come out with #DontForgetYourself campaign this Women’s day, urging women to take care of themselves as well amidst the hectic schedules and fast-paced lifestyles.
The digital film makes viewers question on how the women who are taking care of the house, their children, husbands; often miss out on paying attention to their own health. The film opens to customers shopping at the supermarket, and as soon as they are about to bill their purchase at the billing counter; they are informed that all their purchase is completely free of cost. Taken by surprise, the cashier directs them to another member who confirms that their purchase is for free.
While packing up the bags, they are guided to the back of the supermarket to a lady who begins to have conversations with the customers and enquires on some of the items in their cart. She picks up items individually like yoga mat, olive oil, millet flour etc. and enquires on who these are meant for, about them to which they responded that they were all bought for someone in their family or friends. But when these customers are asked about what they’ve bought for themselves, they are stumped.
The manager explains to the shocked customers and introduces her real identity as a nutritionist and calms them down by saying this is a common scenario in most Indian households – women tend to care of everyone but themselves and disregard their own health and nutrition in the course. The ad film ends with the nutritionist making the women promise that going forward, along with others, they will also care for themselves and lead a healthier lifestyle.
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.
