Ad Campaigns
Britannia NutriChoice ropes in Farhan Akhtar & Siddharth as brand ambassadors
MUMBAI: In a bid to broadbase the adoption of Britannia Nutrichoice Hi-Fibre biscuits, the company has signed on actors Farhan Akhtar and Siddharth (south markets) as brand ambassadors. A new commercial, which features the two stars will soon be aired across markets in India.
The new Britannia Nutrichoice Digestive campaign’s objective is to generate widespread adoption for NutriChoice Digestive by using the health hook of ‘high fibre.’
The campaign, which has been conceptualised by Lowe Lintas, urges consumers to feel the fibre in every bite with the tagline – “Try it to believe it.”
Commenting on the new campaign, Britannia marketing director Ali Harris Shere said, “Nutrichoice Digestive is the No 1 Hi Fibre biscuit brand in India. To expand the category, it is important to build the superior health credentials of the brand (high fibre) in a tangible manner. Extensive consumer work told us that the proof of the Hi-Fibre was in the unique taste of the product – natural and grainy. Therefore, we came up with a simple, yet powerful campaign idea ‘Feel the Fibre in every bite.’ We feel Farhan and Siddharth are celebrities who stand for taking the right and smart choices in life and they personify the values of the brand – Honest & Sensible.”
Lowe Lintas creative head Rajesh Ramaswamy added, “There has always been an element of honesty in all Nutrichoice communication. We wanted to maintain that. And we needed someone with a certain degree of genuineness and authenticity. Farhan and Siddharth seemed like the perfect fit for this campaign.”
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.
