Ad Campaigns
Cadbury Perk and Alia Bhatt ask people to ‘Take it Lightly’ in their new campaign
Mumbai: Cadbury Perk, one of Mondelez India’s iconic and fun brands, launches yet another playful campaign with Bollywood Actress Alia Bhatt. Through a delightful TV commercial, Cadbury Perk encourages consumers to embrace life’s challenges with a light-hearted attitude, echoing the mantra ‘Take it lightly’.
In a world that’s often filled with small stresses and uncertainties, Cadbury Perk believes in the power of positivity and light-hearted fun. With its latest campaign, crafted on the back of the brand’s purpose ‘Take It Lightly,’ Cadbury Perk is on a mission to inspire individuals to approach life’s twists and turns with humor and optimism. Through an engaging narrative, Cadbury Perk aims to resonate with its audience, and encourage them to navigate life’s ups and downs with a smile and a Perk in hand.
Speaking about this, Mondelez India president- marketing Nitin Saini said, “Since its inception, Cadbury Perk has been rooted in the youth culture owing to its fun persona and lighthearted narrative. Continuing this legacy, our new film showcases how a simple change in attitude can make a big difference in positively navigating life’s twists and turns. We believe this campaign will resonate with young consumers who live life with the same vivacity as personified by our brand ambassador Alia Bhatt, inspiring them to embrace a lighter and more joyful approach to everyday challenges”.
Speaking about the collaboration, Bhatt expressed her excitement, saying, “I have always been a fan of Cadbury Perk as I deeply resonate with their belief to ease through life’s small disappointments with humor and optimism. This long partnership has been an absolute delight!”
Ogilvy India CCO Sukesh Nayak said, “We are very excited to create a new film for Cadbury Perk. This brand stands for the need of the hour – to take things lightly. There are everyday niggles that take over the best of us, dampening our mood. Perk with its light chocolate format helps us overcome such moments in life by making our mood lighter. We had fun collaborating with Alia Bhatt and Prasoon Pandey on this project, both known for always taking things lightly.”
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.
