Ad Campaigns
Deepika & grandma enjoy Britannia Wonderfulls’ crunchy texture and taste
MUMBAI: Britannia is looking at delighting cookie lovers with the launch of its all new Britannia Good Day Wonderfulls, an extension to the Good Day family and is currently available across all major cities in India. The TVC campaign supporting the launch is based on the theme: ‘Cookies so wonderful, you’d want your loved ones to have it’.
The TVC brings alive the heart-warming relationship between a woman and her grandmother and her endeavour to get her grandmother to experience something wonderful. The film features Good Day’s brand ambassador Deepika Padukone and depicts her gifting her grandmother a new pair of dentures, to enjoy the new scrumptious Britannia Good Day Wonderfulls cookie.
With this new TVC campaign, Britannia Good Day Wonderfulls will take forward the mother brand’s proposition of ‘Smile More for a Good Day’ and is being rolled out across India, supported with sampling to drive trials, consumer contests and digital activation.
Loaded with rich inclusions and a crunchy bite, Good Day Wonderfulls has a hand-crafted texture, wide range of flavours, and is available at attractive price points.
“We are seeing a clear trend of premiumisation in biscuits for the last few years. Consumers are upgrading to superior product experiences. Good Day Wonderfulls aims to leverage this trend” said, Ali Harris Shere, VP, Marketing. The TVC beautifully captures the ethos of sharing, through the refreshing lens of a grandmother–granddaughter relationship to deliver the brand message of ‘wonderful when shared,” he added.
Commenting on the campaign thought, the creative head behind this, Puneet Kapoor, Executive Creative Director, McCann World Group, said, “The challenge here was that in a world spoilt with choices, how do you make people want another cookie out of the thousand cookies already out there. But surely when you have a genuinely good tasting product, it feeds into the creative gumption as well. I guess the crisp and crunchy texture and taste fired the idea in the neurons of the creative team and the idea was love at first sight.”
WATCH VIDEO HERE :
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.
