Ad Campaigns
Cello’s mother-daughter campaign strikes an emotional chord
MUMBAI: The new ‘Main aur Maa’ film released by home ware brand Cello has set the digital space abuzz. The film tugs at viewers’ heartstrings with its portrayal of a mother’s unconditional love for her daughter. Hitting all the right emotional chords, it builds around the theme of ‘Companion for Life.’
The digital brand campaign has been conceptualised and executed by Eggfirst Advertising.
Cello World director Gaurav Rathod says, “Since conception, Cello as a brand, has been the torch-bearer for the woman of substance. As India gallops towards the new, mobile internet-driven scheme of things, certain things will forever remain unchanged, foremost being the transcendent mother-daughter bond. The film has beautifully captured the myriad nuances of the bond.”
Eggfirst Advertising SVP Ashish Banka adds, “Home ware communication we have witnessed so far, doesn’t cross certain boundaries. Taking a cue from today’s generation – people have gotten busy with their individual lives, while letting crucial relationships flounder and stagnate; most young people do not realise the value of key relationships in their lives – this gave us an opportunity to bring to the fore the concept that there still exist relationships that are living embodiments of a ‘Companion for Life’. We have envisaged Cello as the quantifiable equivalent of a trusted companion in the modern woman’s hectic life, the one companion that will never fail her even when the pace of life gets too hot to handle. The film showcases a sublime emotion- the selfless love of a mother for her daughter.”
The video has already touched half a million views on both Facebook and YouTube combined, within a span of four days.
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.
