Ad Campaigns
Draftfcb+Ulka creates new campaign for Amul Mithaimate
MUMBAI: Draftfcb+Ulka has rolled out a new campaign for Amul’s Mithaimate.
“The TVC brings alive the versatility of Amul Mithaimate by showcasing desserts, from the world over, that can be made with it. It opens up the viewer’s mind to the endless possibilities that exist with the brand with the option of accessing these recipes at the Amul website. From the all-time favourite Gajar Halwa to the Brazilian Chili Chocolate cake, Amul Mithaimate can truly bring the world to your dessert plate.” said Draftfcb+Ulka Group creative director Haresh Moorjani
Commenting on the advertisement, GCMMF MD RS Sodhi said, “The TVC has a ‘global’ feel and explores delightful opportunities using Amul Mithaimate. It is sure to attract eyeballs.”
Highlighting the relationship the agency shares with Amul Draftfcb+Ulka COO Nitin Karkare said, “This TVC is testimony to our sweet relationship with Amul. I am extremely glad and excited that we are focusing on the condensed milk category as there is a huge potential thanks to our superior product and the power of the Amul brand.”
The creative team behind the TVC is K S Chakravarthy, Subodh Poddar and Haresh Moorjani.
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.
