Ad Campaigns
Cuticura Fragrance launches TVC introducing its body perfume range
Mumbai: Cuticura, a beauty and personal care brand from Cholayil has launched a new television commercial for its “no-gas” deodorant range with Smart Perfume Burst – that promises to provide a day-long fragrance.
The 30-sec commercial shows the benefits of the product through a regular scenario in the day-to-day life of a young girl, who struggles to keep herself fresh throughout the day when she juggles across her hectic day schedule.
“We wanted to create something disrupting the category of “no gas” deo popularly known as Body Perfume. There’s a huge need gap in the category right now where ordinary deodorants are not able to provide long-lasting fragrance and consumers either have to carry deo in the purse or feel the constant fear of smelling bad due to an ever-evolving fast lifestyle. The newly launched Body Perfume range addresses this need gap and provides a product that can give up to 24 hours fragrance,” said Cholayil VP sales and marketing Ashish Ohlyan.
The new TVC designed by the creative agency Leo Burnett highlights the product’s skin-friendly features. It shows how it has zero per cent Triclosan that avoids skin irritation, and zero per cent Aluminum that avoids skin rashes and does not block skin pores.
Leo Burnett national creative director Sachin Kamble said “Today’s generation is always on the go. And while they are working hard and multi-tasking their way to their goals, they are also looking for solutions that help and support them in achieving their dreams. Our film, featuring popular actor Deepti Sati, shows how the perfume works throughout the day whether you are outdoors, working out or at a party.”
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.
