Ad Campaigns
CHUK launches ‘CHUK Worth It’ campaign
Mumbai: CHUK, the flagship brand of Pakka, has launched its latest “CHUK Worth It” campaign to solidify the brand’s premium status in the disposable tableware market. The campaign has been strategised to highlight the three key features of CHUK’s tableware products: exceptional sturdiness, resistance to sogginess, and prevention of oil seepage.
As a part of the ‘CHUK Worth It’ campaign, CHUK has produced three impactful videos. One video targets individual consumers and concludes with the tagline “Don’t want drama?,” emphasising the hassle-free experience CHUK products offer. The other two videos focus on business-to-business (B2B) audiences, including restaurants, quick-service restaurant (QSR) chains, caterers, and other food service providers. These videos feature the tagline “Want happy customers?,” highlighting how CHUK’s products can enhance customer satisfaction for businesses.
With this campaign, CHUK aims to showcase its vision of meeting the requirements for premium quality disposable tableware in B2C and B2B markets. By emphasizing the brand’s superior qualities and benefits, CHUK seeks to differentiate itself in the competitive disposable tableware market and reinforce its premium positioning.
Business head, compostables division Satish Chamyvelumani said, ”In today’s fast-paced world, consumers and businesses are seeking products that deliver not just on functionality, but on experience. With our ‘Chuk Worth It’ campaign, we’re not just showcasing our products but reinforcing our commitment to excellence. Contributing towards a cleaner earth has always been at the core of our functioning, and this campaign aligns with our vision. CHUK doesn’t just offer disposable tableware; it offers products that elevate dining experiences and help businesses delight their customers. This campaign embodies our belief that when it comes to quality and reliability, CHUK is always worth it.”
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.
