Ad Campaigns
Britannia Winkin’ Cow invites to #SipTheWow with launch of ‘Rich Shakes’ campaign
Mumbai: A milkshake is not just a drink. It’s a sensory feast, a swirling orchestra of textures, tastes and aromas culminating in an experience that’s nothing short of wondrous. This is the premise of Britannia Winkin’ Cow’s campaign and communication line #SipTheWow for their premium range, ‘Rich Shakes.’
Debuting under the hashtag #SipTheWow, the campaign serves up a trio of visually stunning, 10-second ASMR films that invite you not just to see or hear but to feel the Rich Shakes experience. A sensory delight awaits as each film celebrates the romance between the product and its ingredients.
In ‘Almond Salted Caramel’, the almond is no mere spectator. It’s the belle of the ball, commanding your attention as it takes a caramel bath amidst a creamy milk backdrop, spinning a delectable allure tale. The enticing soundscape, peppered with ASMR cues, draws you in, offering an auditory taste of the tantalising blend that is the Almond Salted Caramel Rich Shake.
The ‘Cafe Frappe’ film reimagines the concept of a cafe frappe, as two coffee beans collide in a moment of sheer serendipity. This film isn’t just a visual representation; it’s a powerful evocation of that first sip of coffee, potent and refreshing, perfectly encapsulating the sensory explosion of our Cafe Frappe Rich Shake.
Meanwhile, ‘Intense Chocolate’ speaks to the chocolate lovers in all of us. A piece of chocolate breaks open, and in rushes a gush of milk, presenting a symphony of flavours that form the Intense Chocolate shake. It’s a sonic and visual treat designed to resonate with every viewer who yearns for that perfect chocolate indulgence.
The magic of these films lies not just in their alluring visuals but in the teasing anticipation they induce. They gently tug at your curiosity, promising an experience beyond the ordinary, which is the core ethos of our Rich Shakes. Britannia Winkin’ Cow wants you not just to sip a shake but to #SipTheWow!
These films, bursting with creativity, have been brought to life in collaboration with Schbang, the creative, media, and technology transformation company. From ideation to execution, they have breathed life into our vision, creating a captivating narrative that does more than just showcase our product – it takes you on a sensory journey.
Speaking about the campaign, Britannia Dairy Business chief business officer Abhishek Sinha said, “We are thrilled to unveil the latest sensation from Britannia Winkin’ Cow, Rich Shakes! The overwhelming love and positive feedback we’ve received from consumers is truly heartwarming.”
He further added, “Our trio of immersive 10-second films takes you on an unforgettable journey of flavours, textures, and aromas, celebrating the perfect fusion of the ingredients with the product itself. Rich Shakes are not just beverages; they are an extraordinary sensory feast that delights all your senses. Join us in embracing the magic of Rich Shakes and #SipTheWow!”
Schbang vice president Shrishti Jagirdar said, “In a time when people’s attention spans are getting shorter and shorter, we made engrossing 10-seconders for Britannia Winkin’ Cow Rich Shakes—an immersive experience unlike any other. Each movie combines artistic talent and ASMR noises to excite the senses. From the very beginning, viewers are taken to a realm where temptation, taste, and texture mix to create a singular sensory experience. In order to highlight this, we adopted the “what’s inside the bottle” strategy to show that it’s not just a rich milkshake but also an experience that cannot be contained within a bottle.”
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.
