Ad Campaigns
ConfidentInMySkin, Parachute says ‘Zyada tano mat’
MUMBAI: “Her midriff shows she’s bold. The pallu says she’s a prude. Look at those legs. She’s asking for it. If she takes offence, why doesn’t she just chill? Judge her all you want. She’s ready to put the strange voices in her head to rest.
Committed to its promise of bringing a woman’s inner glow to the fore and enhancing her confidence, Parachute Advanced Body Lotion (PABL), a brand that embodies ‘trust and nourishment’ has launched its latest digital campaign.
The brand highlights the importance that confidence plays in a young woman’s life. Anchored yet unafraid, modest yet sensuous, it represents the kind of woman who believes in her ideals. The campaign stresses on the fact that it is solely a woman’s choice to wear what she wants or the amount of skin that she shows, and nobody else has the right to dictate it.
The digital video TVC link portrays how society comments on the choices the modern day woman makes. It begins with people along the street ogling at a girl wearing a short skirt, to another girl wearing a sleeveless tee-shirt. It transitions to the next scene where the girl is advised to cover herself with a ‘dupatta’ as the voiceover goes – “Sunoh, issey dupatta pehnao”. The campaign then portrays different scenes, wherein the modern woman faces scrutiny.
From wearing backless clothes, to revealing dresses, to tops that attract attention, the judgement keeps pouring in. It ends with a girl being called a ‘behenji’ for dressing conservatively until she changes into edgy shorts, a crop top and finally rides away on a motorcycle as the voiceover goes – “zyada bano mat…zyada tano mat”.
Through the subtle sarcasm, the campaign communicates that the judgment of society should never stop women from being their real selves, rightfully capturing the essence of PABL.
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.
