Ad Campaigns
Dalda exemplifies changing Indian kitchens in new campaigns
MUMBAI: Dalda, a name we’ve grown up with, has revamped its positioning to keep up with today’s consumer. With its new brand campaign, Dalda aims to bring to the forefront the changing scenarios in Indian kitchens.
The oil brand from Bunge India has launched two television commercials with the new positioning of ‘Naye zamane ka Naya Dalda’ (the new age Dalda). Conceived by Leo Burnett, the ads highlight the fact that consumers in the kitchen are evolving each day and in turn, Dalda too, is evolving with them.
Bunge managing director Samir Jain says, “Dalda is a unique brand and one of the few heritage brands which has seen the country change over the years. It becomes imperative for the brand to be a part of this changing consumer journey. The films resonate this thought of “Aap badal rahein hein, isliye badal raha hain apka Dalda” to showcase the evolution of kitchens as not just a cooking place but a destination of changing value systems.”
In its first commercial titled ‘’Mother-in-Law’, they show popular Bollywood actress Sheeba Chadda (of Dum Lagaa Ke Haishaa, Talaash fame) playing a staunch vegetarian mother-in-law cooking a non vegetarian meal for her daughter-in-law. The commercial echoes the fact that kitchens become the ultimate bonding place to bridge the culture & age gap.
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The second commercial titled ‘Mother-Son’, portrays actress Tisca Chopra (of Taare Zameen Par fame) playing a new-age mother who is teaching and encouraging her son, played by child actor Rudra Soni (of Peshwa Bajirao fame), to cook. The film highlights the values new India upholds – that everyone must learn to cook, gender no bar.
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Speaking about the new Dalda campaign and how it reflects changing India, Leo Burnett Chief Creative Officer South Asia Rajdeepak Das said, “When we think about the India we once grew up in, we realise that it is almost unrecognisable from what it is today, yet, we stay rooted. I believe Dalda is a brand that has beautifully tapped into this transformation; it still manages to hold on to its core values, but reflects everything we stand for. The new campaign is a reflection of this dichotomy, and hence is a humankind idea. It reflects the way we have changed as a people, and yet makes one think how far we have evolved in our thinking.”
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.
