Ad Campaigns
Cadbury brightens up solar eclipse with ‘cookie-clipse’ ad on Inshorts
Mumbai: Homegrown English news app Inshorts came up with a creative on the app as a part of Cadbury’s ‘Cookie-Clipse’ campaign for its chocolate centre filled cookie- Chocobakes.
The app knitted an innovative ad format to commemorate the solar eclipse day that could not be observed in India. With the day (4 December) also being World Cookie Day, Cadbury in association with Inshorts helped users to witness this astronomical marvel through the help of a cookie on Snapchat’s AR filter.
The one-day campaign helped the brand to further create noise about their latest campaign and engage the tech-savvy millennials on the app. The ad opened up with a bright sun with the Cadbury Chocobakes box below it. The advertisement urged viewers to slide along the Cadbury logo to reveal the ‘cookie-clipse.’
As the users get intrigued they slide along the bar, which leads to a cookie emerging from the box and covering the sun that creates a perfect cookie eclipse. The click here button further pushes the user to know what it’s like to ‘cookie-clipse’ the sun for real. Upon tapping the button, users are diverted to snapchat’s AR filter on their smartphone, which when pointed towards the sun, hides it with a cookie to give them an eclipse-like experience in the sky.
Speaking about the partnered campaign with Inshorts, Mondelez India category head for biscuits and bakes Sunainika Singh said, “Cadbury Chocobakes loves celebrating the joy of discovery. The world Cookie Day, coinciding with the Solar Eclipse was a great opportunity for Cadbury Chocobakes center-filled cookies to give a nice surprise to delight our consumers. The Cookie-Clipse AR filter is an innovative interaction with our brand that will definitely find a sweet spot with consumers.”
The campaign generated a great response with 26 lakh impressions and reached over 16.6 lakh viewers with an impressive engagement rate of 17.08 per cent, the company said.
Speaking about innovation in the ad tech space, Inshorts national sales head Piyush Thakur said, “With the primary focus on creativity and innovation, the campaign was non-intrusive, interactive, and clutter-free – enabling Cadbury to reach out to its target audience unconventionally and exclusively while instilling excitement for its product.”
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.
