Ad Campaigns
Cadbury Gems empowers kids to create musical masterpieces
Mumbai: Cadbury Gems, one of India’s oldest and beloved bite-sized chocolate brand, has launched a new campaign with Bollywood powerhouse – Tiger Shroff. One of the best ways children can express themselves and the joy they feel is through dance. However, in a time where age-appropriate music for kids is scarce, Cadbury Gems has created a super easy and fun digital platform that allows children to create their own music.
As a part of this innovative campaign, the brand has created a microsite – www.cadburygems.in which allows children to create music in easy steps. All they need to do is select atleast three unique Gems buttons on the screen to mix and match tunes of different genres and create a unique music track to dance to. In an added fun element, users who create the best tune will witness Tiger Shroff dance to their tunes. Additionally, there will be weekly winners in the campaign who can win musical instruments.
The Cadbury Gems #MyMastiMyMusic campaign film showcases today’s reality of children imitating and grooving to music which is not particularly appropriate for their age. It goes on to show a bunch of ‘Gems Kids’ who stop the inappropriate music and instead nudges the viewer to log on to cadburygems.in and create their own music which is suitable for children. It concludes with the announcement of the mega gratification which is Tiger dancing to the best tunes created by children.
Speaking about this campaign, Mondelez India VP marketing Nitin Saini said, “Cadbury Gems has always been about bringing that child-like masti and excitement to life for all. However, as a brand, we couldn’t ignore that there was not enough music for children to express their happiness and for them to dance to. Leading to conceptualization of #MyMastiMyMusic, which also addresses our brand’s larger objective to empower children to express themselves, be creative and embrace their colourful imagination. Through this innovative initiative, we hope to continue spreading joy, one musical note at a time.”
Actor Tiger Shroff, talking about this new association, said “I’m so excited to be a part of the Cadbury Gems family! Cadbury Gems is such an iconic brand and always reminds me to have a little fun. I am elated to be associated with them to bring this fun and unique campaign for children everywhere encouraging them to bring out their creative side through music.”
Ogilvy India chief creative officer Sukesh Nayak said “Today’s kids are exposed to music across genres. And they enjoy it without an understanding of what it means. But is it appropriate for them? It’s no fun to watch kids groove and dance to songs meant for adults. I am delighted to be partnering with Cadbury Gems to introduce a digital platform that not only addresses this problem, but also empowers children to create their own music to dance to.”
To bring this revolutionary platform to life, Cadbury Gems collaborated with the acclaimed musical director, Sameer Uddin. His expertise and passion for music were pivotal in crafting an engaging and accessible platform that resonates with children of all ages.
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.
