Ad Campaigns
Britannia cakes wants us to unleash the kid within
MUMBAI: Advertising agency Grey Group Bangalore has launched a quirky new TVC for Britannia Cakes.
Most of us have fond memories of doing some kind of mischief as kids. Playing pranks on friends, siblings or elders are a part of childhood. And because Britannia Cakes has always been about bringing out the mischievous side of us, this monsoon it has an offer that pranksters will not be able to resist. The new commercial features a naughty boy and his grandfather.
The commercial tells the story of a youngster who is bored at home and discovers the sticky toy in his pack of Britannia cake. As he looks around for a way to make things interesting, he finds his target – dadaji – taking his afternoon nap. Sneakily, he shoots the sticky toy at his dadaji, and instantly, dadaji comes to life and seems to be possessed by the toy. What ensues is a whacky dance performance that takes everyone by surprise. The ad then signs off with a cheeky warning about the use of the toy.
Grey Bangalore senior creative director Gautam Bhasin says, “The brief was to show how one can have fun with a sticky toy that comes free with a Britannia Cake. So, we got a kid to experiment that on his grandfather who ends up dancing like the toy itself.”
Grey Bangalore senior VP and branch head Vishal Ahluwalia adds, “We thank our friends and partners at Britannia for being bold enough to go with a mother of all prank script. It was pure joy to watch Dadu add magic to the dancing daddu! This film took us to our childhood, wanting to prank everyone out and we hope the kids can have fun eating the cake and pranking with their favourite sticky toy.”
The TVC has been released in 8 languages across India and created by QED Films.
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.
