Ad Campaigns
Brahmins Sambar Powder takes center stage as the Ultimate Kitchen Hero
Mumbai: Brahmins, a vibrant brand hailing from Kerala and now part of Wipro Consumer Care and Lighting’s Food portfolio, is thrilled to unveil its first television commercial.
The commercial beautifully captures the heart of the brand “Brahmins” through an emotional and heartwarming narrative set in a home kitchen. This new communication uniquely positions the brand as a facilitator that resolves frictions within relationships, showcasing how a wife, striving to balance work and passion while managing her home, still provides her family with the trusted taste of Brahmins Sambar, ultimately bringing them closer together.
The storyline features a relatable scenario of a young couple navigating through the daily nuances of life, with Brahmins Sambar Powder playing a pivotal role in resolving a lighthearted argument. The fusion music and captivating visuals showcase the meticulous preparation of Brahmins Sambar and the various ingredients that it is made with. The creative also emphasizes the brand’s extensive range of spices, offering a delightful array for every culinary need.
At the launch of the TVC, Wipro Food Business, president Anil Chugh said, “For over three decades, “Brahmins” has remained the go-to choice for Sambar Masala, and this TVC stands as a testament to that enduring dedication. It emphasizes our commitment to delivering the quality and authenticity that today’s new-age women, particularly millennial mothers, seek in their cooking endeavors. Understanding the modern millennial mom’s desire to balance work, passion, home life, and culinary excellence, Brahmins continues to provide the trusted taste they rely on, ensuring that every meal prepared is delicious and tasty.”
Brahmins a member of the founding family Sreenath Vishnu said, “Brahmins is a brand with a rich legacy that has always been committed to delivering pure flavors of high quality. Our commitment to these values has only been strengthened further after becoming a part of Wipro Consumer Care and Lighting. The current TVC showcases a young family sitting at the dining table highlighting the importance of good food and how it can instantly uplift the mood!”
The film plays on a relatable situation – a father focused on work, ignoring family events, leaving his wife in a huff. What makes it work is the real insight that good food can instantly change the mood at home, said Maitri Advertising Works Pvt Ltd creative director Venugopal R Nair
“Brahmins” has been a trusted name in the culinary world since its establishment in 1987. The brand offers a diverse range of spice products that have become a staple in households across Kerala. Acquired by Wipro Consumer Care and Lighting, the brand offers a diverse range of spice products, including breakfast pre-mix powders, spice mixes, straight powders, wheat products, pickles, dessert mixes, and more. With a strong legacy in Kerala, Brahmins has consistently dominated the ready-to-cook and spices markets, providing consumers with authentic and high-quality culinary experiences.
The TVC has been conceptualized by Maitri Advertising Works and directed by Rajiv Menon. Production for the same has been done by Rajiv Menon Productions.
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.
