Ad Campaigns
Edelman India and Hellmann’s collab to create ‘Mood Burgers’ for cricket fans
Mumbai: Cricket is more than just a sport in India; it’s a way of life. As the nation gears up for the World Cup, Hellmann’s is elevating the match viewing experience for cricket fans with a unique 360 campaign, conceptualized and executed by Edelman India to launch Hellmann’s ‘Mood Burgers’ in partnership with SOCIAL. ‘Mood Burgers’ go beyond just taste and are specifically designed with intel from a Certified Mind-Body Eating Coach, Counselling Psychologist & Integrative Health Coach, Ridhi Golechha, to get you in the match-ready mood through carefully chosen ingredients.
The limited-edition menu will be available in three delicious options with both vegetarian and non-vegetarian variants. The ‘Get Charged Up’ burger is a protein-packed blend of chicken and eggs or beetroot, and quinoa to help fans charge up during those critical matches. Stay focused with the ‘Eyes on the Prize’ burger, consisting of tuna or chickpeas, flax and sesame seeds, who are the right partners when you are all ‘eyes and ears’ to the most exciting moments of the match. Relax and refuel with the ‘Drop the Jitter’ burger made using meat or plant-based meat, and avocado, which delivers essential fats and iron for a calm, steady mood. Each burger not only satisfies your taste buds but also helps you to have a delightful match-watching experience.
Unilever Foods Solution India head – foods, Priyanka Ganguly said, “Fueled by our passion for culinary excellence, Hellmann’s is committed to elevating the eating experience with our signature mayonnaise known for its rich flavour and extra creamy taste. Recognizing India’s deep-seated love for cricket, we’ve partnered with SOCIAL to introduce Mood Burgers, an innovation designed to complement the thrill of this cricket season. These specially crafted burgers will be served across 53 SOCIAL outlets nationwide. We’re thrilled to offer India a delicious savour the excitement of the game with every bite.”
Speaking on the association, Edelman lead advisor – brand marketing & communications Ashutosh Munshi said, “We are delighted to have partnered with Hellmann’s to create this exciting line-up of ‘Mood Burgers’ soaked in cricket culture. For us at Edelman, this goes far beyond a brand campaign. This is a brand taking action by bringing cricket fans their mood fixer for every match in a delicious burger, made possible only with the luscious taste of Hellmann’s mayonnaise. Building on this product innovation is a fully integrated marketing campaign that includes a digital ad film, owned and shared media, offline experientials, elements that drive earned attention and more.”
Edelman India executive creative director Ashish Pathak said “Hellmann’s mayonnaise believes in the power of great tasting food and wanted people across the country to experience that. We know an event like the World Cup will put cricket-loving, Indian fans through a rollercoaster of emotions. So, we brought together a Mind-Body Eating Coach and a Chef to create “Mood Burgers”, a range of burgers using some witty nutritional facts and great-tasting mayo to help fans ride out their emotions. The idea goes beyond traditional communication and allows for people to interact with the brand in a fun, experiential way. Nerves will be calmed; focus will be brought, and energies will be charged this World Cup.”
Through this campaign, Hellmann’s India aims to take their delicious Mayo into the hearts and homes of cricket fans. To order your Hellmann’s Mood Burger, visit any of the 53 SOCIAL outlets across India between 5 to 30 June 2024, and have it delivered to you via Swiggy or Zomato from 6 June onwards.
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.
