Ad Campaigns
Dessert-loving doomscrollers are in for a special treat from Colgate!
Mumbai: We’ve all been there. Past dinnertime, sitting on our beds or sofas, doomscrolling some mouth-watering dessert reels. Now picture this – you find a new video from your favourite dessert creator. They spend the next minute or so whipping up something so yummy, you drool over your screen. And then, they take that delicious dessert and start brushing their teeth with it. Literally. Cue Colgate’s clever new reminder to #BrushTonight!
It’s true that we spend a lot of time before bed either eating dessert or thinking about it. What we don’t think about, is brushing our teeth! Which is exactly what makes a dessert reel the perfect platform for Colgate to intervene. In its latest collaboration, the leading oral care brand has partnered with popular dessert creators Shivesh Bhatia, Natasha Gandhi, Neha Deepak Shah and Shreya Agarwala to create special brushing reminders disguised as regular dessert reels.
Based on the startling revelation that the last thing millions of Indians put on their teeth is sugar, and not toothpaste, this activity is being strategically placed during dinner time from 8 pm to 12 am. All so that a nation of several thousands of sweet lovers remember to end their night with toothpaste, and not sugar.
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.
